Interactive Agency

Samsung, conducting a test for more than six months on BestBuy.com, found that it could increasingly interact with consumers via a "Mr. Samsung" expert who answers consumers' questions on the retail site. The company discovered that consumers tend to view products more often after interaction with Mr. Samsung, says Kris Narayanan, director of integrated marketing at Samsung Electronics America.

15miles, the interactive division of TMP Directional Marketing launched in August, has named Gregg Stewart president. Stewart most recently served as SVP of interactive for TMP Directional Marketing, a local search and Yellow Pages provider.

The Forrester study cited direct mail as the largest sector to be hit by reductions, but noted the affordability of media would free up funds for more investment in customer management and buyer experience media.

Dynamic ads are quickly becoming a necessity for forward-thinking agencies and brands. The power to target messaging in real time and optimize creative performance without the production costs and headaches is a value proposition few can ignore.