Brian Costello, GM and VP, Digital Media and The RedPlum Network, Valassis Communications; Jere Doyle, founder, president and CEO, Prospectiv; and James Green, chief marketing officer, Travidia took on the topic of “Deal Universe: The Big Picture for Coupons and Sales” at ILM East.
Some common themes were the need to create a context around local content as that creates relevance around consumers shopping for local deals. Costello shared that national and regional advertisers are very concerned about targeting has to be a local message.
Green said an opportunity exists to reach broad demographic groups, but it is important to make the use of deal services by clients as easy as possible to scale the business. Doyle observed that “deal a day is a retail business, not an advertising business; [there are] incredible amount of retail issues associated with it.”
Doyle argued that coupons are more “in” now. This may be so, but Costello asserted that deal a day will have to do more targeting to increase it market presence.
Rick Ducey is the managing director for BIA/Kelsey. He is an expert in digital media innovations, competitive strategies, new product development and new business models, including digital ecosystem collaboration strategies.
Ducey oversees the firm's consulting, research and advisory services areas. He is also the program director for BIA/Kelsey's Video Local Media advisory service. This program provides coverage and analysis of how online, mobile and broadcast video technologies, competition, shifting consumer demographics and media usage trends are driving changes in the media ecosystem and SMBs and other advertisers can be successful in the new environment. Ducey assists clients with their business planning and revenue models, strategic research, market assessment, and designing and implementing digital strategies. He is also a cofounder of SpectraRep, one of BIA�s companies, which sells a patent-pending IP-based alerting system that he co-invented.
Prior to joining BIA in 2000, Ducey was senior vice president of NAB's Research and Information Group. In this position, he was in charge of the association�s new technology assessment, audience and policy research, strategic planning and information systems, including all Internet operations, and he also developed publications and seminars.
Before joining NAB in 1983, Ducey was a faculty member in the Department of Telecommunication at Michigan State University where he taught and did research in the areas of emerging telecommunication technologies and strategic market research. He also served on the graduate management faculties of George Mason University and George Washington University in telecommunications management and the University of Maryland, where he taught strategic market management and research methodologies. Ducey was selected as the Spring 2011 Shapiro Fellow at George Washington University where he teaches entrepreneurship in new media. He has published a number of research articles and papers in these areas and serves on editorial boards of leading scholarly journals in the communications field. He has also worked at radio stations WSOQ-AM/WEZG-FM and Upstate Cablevision in North Syracuse, New York.
Ducey received his Ph.D. from Michigan State University, M.S. from Syracuse University and B.A. from the University of Massachusetts at Amherst.
