Electronic Retailer - June 2011 - (Page 41)

on Wants it All a Can cost-per-action advertising become commonplace on television — and every other media platform? The new CEO of REVShare intends to find out advises the TV affiliates about which ads to run at which times so as to maximize revenue. The company tracks all responses to every commercial, reports the response count to the advertiser, collects the money and pays the affiliate. In May, just over one year into his term as CEO, Condon agreed to an interview, and Electronic Retailer talked to him just in time to get an exclusive scoop: He is about to embark on a very ambitious growth campaign. Condon says he has received a green light from REVShare’s primary investors, global private equity firms the Carlyle Group and H.I.G. Ventures, to use acquisitions not only to grow the core television business but to expand REVShare’s reach across all media platforms. He has retained RBC Capital Markets to approach and help analyze a list of target companies that he would like to acquire. Before discussing “things as they will be,” however, we began with things as they are. Electronic Retailer: Is REVShare’s model purely payper-response, with no ifs, ands or buts? Yes. Unless somebody responds to the call to action, there is no bill to the marketer and no revenue to share with the affiliates. That’s why placement is so important. The highest bid per lead doesn’t necessarily get all the best avails. We test our commercials for response rates before we do a national rollout, and we update performance data constantly. We use our own algorithms to recommend to affiliates where an ad should run. A marketer who is doing exceptionally well goes to the top of the list and gets BY JACK GORDON PHOTOS BY BRIAN DAVIS As a 25-year veteran with Time Warner/AOL, Brendan Condon thoroughly understood what he calls performance-based advertising – especially the pay-per-click method by which marketers commonly pay to promote their wares on the Internet. For the last three years of his tenure, he was senior vice president and managing director of AOL’s Londonbased Platform A international advertising divisions. But until he was recruited to become CEO of REVShare, a job he began in March 2010, Condon says, “I didn’t even know that the performance-based advertising model existed on television.” He learned that the model not only exists but has been practiced since 1989 by REVShare. The Temecula, Calif.-based company boasts the largest cost-per-action TV advertising network in North America, with 1,700 affiliated television properties (broadcast stations, cable systems, and syndicators) that reach 110 million English and Spanish-language households in the United States and Canada. The cost-per-action model works like this: REVShare uses a bidding system in which advertisers or their agencies specify a price they will pay for each response to an ad. When the company’s TV affiliates have unsold commercial avails, instead of unloading the time slots at fire-sale prices, they turn them over to REVShare – without having to reveal their effective rates. Using formulas that weigh both the bid prices and the expected response from viewers, REVShare then June 2011 | electronicRETAILER 41

Table of Contents for the Digital Edition of Electronic Retailer - June 2011

Electronic Retailer - June 2011
Contents
Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
The Evolution of a Global Business
UK Home Shopping Finds Its Niche
Guest Viewpoint
Brendan Condon Wants it All
Managing an Order from Start to Finish
Radio
Legal
Support Services
Fulfillment
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry

Electronic Retailer - June 2011

Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page Cover1)
Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page Cover2)
Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page 3)
Electronic Retailer - June 2011 - Contents (Page 4)
Electronic Retailer - June 2011 - Contents (Page 5)
Electronic Retailer - June 2011 - Contents (Page 6)
Electronic Retailer - June 2011 - Calendar of Events (Page 7)
Electronic Retailer - June 2011 - Your Association, Your Bottom Line (Page 8)
Electronic Retailer - June 2011 - Your Association, Your Bottom Line (Page 9)
Electronic Retailer - June 2011 - Industry Reports (Page 10)
Electronic Retailer - June 2011 - Industry Reports (Page 11)
Electronic Retailer - June 2011 - Industry Reports (Page 12)
Electronic Retailer - June 2011 - Industry Reports (Page 13)
Electronic Retailer - June 2011 - FTC Forum (Page 14)
Electronic Retailer - June 2011 - FTC Forum (Page 15)
Electronic Retailer - June 2011 - eMarketer Research (Page 16)
Electronic Retailer - June 2011 - eMarketer Research (Page 17)
Electronic Retailer - June 2011 - IMS Retail Rankings (Page 18)
Electronic Retailer - June 2011 - IMS Retail Rankings (Page 19)
Electronic Retailer - June 2011 - Jordan Whitney’s Top Categories (Page 20)
Electronic Retailer - June 2011 - Jordan Whitney’s Top Categories (Page 21)
Electronic Retailer - June 2011 - Lockard & Wechsler’s Clearance & Price Index (Page 22)
Electronic Retailer - June 2011 - Lockard & Wechsler’s Clearance & Price Index (Page 23)
Electronic Retailer - June 2011 - Ask the Expert (Page 24)
Electronic Retailer - June 2011 - Ask the Expert (Page 25)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 26)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 27)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 28)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 29)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 30)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 31)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 32)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 33)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 34)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 35)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 36)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 37)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 38)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 39)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 40)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 41)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 42)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 43)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 44)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 45)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 46)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 47)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 48)
Electronic Retailer - June 2011 - Radio (Page 49)
Electronic Retailer - June 2011 - Legal (Page 50)
Electronic Retailer - June 2011 - Legal (Page 51)
Electronic Retailer - June 2011 - Support Services (Page 52)
Electronic Retailer - June 2011 - Support Services (Page 53)
Electronic Retailer - June 2011 - Fulfillment (Page 54)
Electronic Retailer - June 2011 - Fulfillment (Page 55)
Electronic Retailer - June 2011 - Member Spotlight (Page 56)
Electronic Retailer - June 2011 - Member Spotlight (Page 57)
Electronic Retailer - June 2011 - Advertiser Spotlight (Page 58)
Electronic Retailer - June 2011 - Advertiser Index (Page 59)
Electronic Retailer - June 2011 - Classifieds (Page 60)
Electronic Retailer - June 2011 - Classifieds (Page 61)
Electronic Retailer - June 2011 - Rick Petry (Page 62)
Electronic Retailer - June 2011 - Rick Petry (Page Cover3)
Electronic Retailer - June 2011 - Rick Petry (Page Cover4)
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