Digital media is significantly expanding the opportunities for printed direct mail campaigns. NAPCO Research has launched a comprehensive report, Direct Mail and Digital Media: A Winning Omnichannel Marketing Combination, which explores the key drivers behind the increased effectiveness of direct mail, the methods through which digital media enhances its performance, and the fresh opportunities accessible to those in the direct mail printing industry. Evolution on many fronts has heightened the value of direct mail and strengthened opportunities for direct mail printers. Over 89% of direct mail users participating in a NAPCO Research survey currently integrate or plan to integrate digital media and direct mail. A top factor driving direct mail demand is the ability to boost its performance with digital media to create omnichannel campaigns.
The ad industry and advocacy groups on Monday weighed in with the Federal Trade Commission on potential new privacy rules, with the ad industry voicing opposition to possible regulations, but consumer advocates contending that new rules are needed.
“Advertising is the lifeblood of the American economy,” the Association of National Advertisers said in comments filed with the agency Monday. “The FTC should not presuppose that any kind of data-informed advertising is harmful without the administrative record necessary to support such a bold assertion.”
The umbrella industry organization Privacy for America added that the FTC “should not cast itself as a quasi-legislature capable of regulating any activity it sees fit without a grounding in its congressionally granted authority.”
“The more prudent path would be for the Commission to refrain from seeking broadly to regulate the entire U.S. data-supported economy while Congress is actively considering a comprehensive, preemptive standard,” writes Privacy for America, whose members include the American Association of Advertising Agencies, Association of National Advertisers, Digital Advertising Alliance, Interactive Advertising Bureau and Network Advertising Initiative.
more at: https://www.mediapost.com/publications/article/380001/advertisers-oppose-possible-privacy-rules-while-w.html