Last Second Media announced the first open and reliable system for calculating per inquiry rates at market values with LaserCable©.  The direct response television (DRTV) system eliminates prejudice from cost per action (CPA) testing networks and provides a direct input-output experience to DRTV advertisers for broadcast on a per inquiry (PI) basis.

Under PI or CPA programs, national advertisers pay nothing for cable and TV broadcast advertising to instead pay only for each lead or call. With this new PI test bed, LaserCable© further simplifies placement of advertising across today's highly fragmented media landscape by fairly calculating PI advertising rates for small and mid-sized advertisers.

LaserCable© from Last Second Media is a two year old beta program that allows clients to access premium Cable and Satellite television advertising time at remnant rates.  The unique benefit is no longer paying a fixed rate for advertising broadcast, but instead, paying for the number of households that actually view the direct response television commercial.  LaserCable© bypasses inaccurate Nielsen ratings and applies a true viewership to each broadcast literally down to the household level.

The LaserCable© platform is of meaningful size with a national footprint covering 27 million households across satellite and cable platforms.  No longer are PI results skewed by response from testing cable broadcast in rural areas of Texas or within low income areas of Arkansas.  “Calculating per inquiry television advertising rates are no longer a mysterious‘black box’.  This is the gold scale of media for DRTV and PI advertising,” says Frank Pournelle, president of Last Second Media Inc.. “PI networks can no longer put their thumb on the scale to artificially drive up the cost per lead and advertisers can get a real sense of the profitability of a national PI campaign.”

Previously, national advertisers negotiated in the dark for a real world cost per lead, cost per call or cost per order for their individual PI campaign.  Instead of relying on estimated viewership or questionable cost per thousand (CPM) calculations or even using a run of schedule (ROS) broadcast late at night on unknown networks, LaserCable© offers third party reporting down to the actual number of viewers by daypart.

As an alternative to paying per broadcast buying unsold local cable time, Last Second Media clients now pay exactly $4 CPM for a:60 commercial or $3 CPM for a :30 commercial on a national basis. 

With LaserCable©  a $6,000 PI test buys exactly 2 Million Impressions on a :30 spot.  Moving forward to a pure PI or CPA broadcast is then calculated as $6,000 divided by Test Response.  Response can be driven through toll free numbers or the web.

The client commercial tests on Time Warner, Dish Network and DirecTV through a metered system called G.I.M.P.S. -- Gross Impression Metered Programming System.  

The Advantages of G.I.M.P.S. from LaserCable© include:

• Pay only for metered viewers

• Cut cost of airing

• Reach targeted demographics

• Highly Affordable and Measurable

With LaserCable© Last Second Media helps clients optimize their advertising campaigns more effectively than ever before.  With LaserCable©, clients define their spot placement criteria to locate available spots during programming that matches their target criteria most optimally. This provides exceptionally high target and reach efficiency within the advertiser’s budget. 

LaserCable© executes data-driven media buys, giving Chief Marketing Officers more effective and accountable platform for reaching their audiences across all available networks and programs. It optimizes the advertiser’s buy to reach the highest composition of the target audience at the most efficient prices using near real-time data.  In many cases LaserCable© identifies inventory that is more valuable than ROS inventory from a media buy based on broad demographics or broad delivery.

The use of this aggregated, anonymous set-top box data enables LaserCable© to find more engaged audiences. LaserCable© is an impressions based media marketplace that reduces the complexity of advertising to find the sweet spot for profitability. It also helps to drive low-cost growth by providing an opportunity for small and mid-sized advertisers to take advantage of the marketplace with easy placement in a timely fashion, at a scalable and profitable rate of advertising.

Why LaserCable©
LaserCable© utilizes available inventory in ways that are revolutionizing television advertising. LaserCable© provides unparalleled audience reach and leverages aggregated, anonymous viewership to provide advertising accountability and ROI. The metering of actual impressions creates a closed-loop, ROI-based media model and replaces back-end reconciliation. The secret is that LaserCable© provides near real-time reach reports.

Data
The use of aggregated, anonymous set-top box data enables LaserCable© to find more engaged audiences that are not measured by traditional TV ratings companies.

Ease of Deployment
LaserCable© handles the intricacies of ad scheduling and activates targeted media placements as well as the tracking, reporting and billing for each ad, including affidavits of performance.