Tuesday, June 25, 2013
Dollar Shave's TV Push Powered By Convertro
Fans of Los Angeles subscription razor firm Dollar Shave Club might have noticed a lot of the firm recently on television. The reason why, is the firm has been running ads since January to help get the word out about its service and products. Apparently, that push comes thanks to another, local startup--Convertro, which said today that Dollar Shave Club has been using its platform to measure its ad campaign effectiveness, including the effectiveness of those TV ads for Dollar Shave Club. Convertro said it has been working with Media Design Group, a direct response TV advertising agency, to help measure the efficacy of broadcast marketing. Media Design Group has been working with Dollar Shave Club to measure how well TV advertising is working for the company.
Media Design Group and Convertro haven't discussed the financial details behind their relationship, but the two said they have been using Convertro's platform to analyze traffic, behavior, and conversion metrics associated with individual TV spots. The two said they're able to help clients figure out if they're getting a positive return on investment from their advertising, which TV networks, programs and creatives are generating the most profit, which days and times are most effective for ads, as well as other factors.
Convertro was founded by Jeff Zwelling, a serial entrepreneur who has a number of big successes under his belt (founder of EchoSign, acquired by Adobe; founded Ylighting, acquired by a private equity firm, as well as other companies).