Industry Coalition Formed To Promote Direct Mail Applications For Optical Media
DiscMail Direct, an industry coalition representing leading manufacturers, packagers and creative services companies involved in the use of optical media for direct mail applications, has been announced. The group has also joined the Direct Marketing Association (DMA) to advance this new digital advertising alternative.
The group, which includes those companies that created the manufacturing and fulfillment infrastructure for today’s $40 billion home entertainment market, will focus its efforts on educating marketers, ad agencies and brand managers about the latest technology advancements and response rates of DVD, Blu-ray and CDs as complementary direct-mail mediums to print and online marketing.
“Recent cost efficiencies in direct-mail optical media have led to several compelling case study success stories as well as an increased number of marketers who are already integrating DiscMail into their standard assortment of direct mail tools,” says DiscMail Direct Director Guy Finley. “DiscMail is digital advertising packaged for postal delivery. It converts any mailbox into a digital inbox. It combines the measurable analytics of digital advertising with a physical product that captivates and communicates to consumers.”
DiscMail Direct is under the direction of industry leaders including Arvato Digital Services, Cinram, Fusion 92 and Sony DADC. In cooperation with the DMA it is launching the industry’s first optical media direct mail research study and to educate marketers about the features of this unique physical-digital media product that combines the benefits of print-mail messaging with an interactive, web-enabled consumer experience.
DMA Senior Vice President Ken Ebeling adds, “Direct marketers are always seeking innovative and cost-effective solutions to reach potential customers, improve response rates and ultimately enhance campaign effectiveness with increased ROI. We are eager to help our membership explore the benefits of this and other advanced marketing tools. DMA fully supports new media and advocates for keeping all marketing channels as open as possible.”
DiscMail Direct is managed by the Media & Entertainment Services Alliance (MESA), the trade association that represents the world’s leading manufacturers, packagers and service providers for the home video, videogame and music industries. By using the same technology and supply chain skills and tools traditionally used by entertainment companies worldwide, in partnership with established direct mail marketers, MESA intends to create an entirely new category of direct mail on optical disc.