Direct Response
Advertising Insights
Expert thinking on strategy, media, CTV, and analytics from Hawthorne's team.
This hub brings together expert perspectives on direct response advertising, media planning, creative strategy, connected TV, audience analytics, and brand-building, the disciplines that drive performance for our clients. Explore our latest thinking below.
- Forbes
- Jessica Hawthorne-Castro
What marketing principles still matter in a world shaped by AI, new platforms and constant disruption? Check out this new Forbes Agency Council article featuring insights from top marketing leaders — including Jessica Hawthorne-Castro. From the enduring power of authentic storytelling and emotional connection to the importance of understanding audience behavior and building trust, these perspectives highlight the fundamentals that continue to drive successful marketing, regardless of how technology evolves.
- Forbes
- Jessica Hawthorne-Castro
How can healthcare brands build stronger patient trust in an increasingly digital world? Check out this new Forbes Agency Council article featuring insights from top marketing leaders — including Jessica Hawthorne-Castro. From leveraging 360-degree visuals to enhance transparency and improve patient experiences to creating more informed decision-making opportunities, these perspectives explore how healthcare organizations can use immersive content to foster credibility and engagement.
- Forbes
- Jessica Hawthorne-Castro
How can AI tools better support agency leaders and marketing teams? Check out this new Forbes Agency Council article featuring insights from top marketing leaders — including Jessica Hawthorne-Castro. From improving accuracy and accountability to setting realistic expectations around AI-generated outputs, these perspectives highlight where AI still has room to grow and how organizations can use it more effectively.
- Direct response advertising strategies for maximum ROI
Explore direct response advertising strategies that improve ROI, drive conversions, and help brands turn targeted campaigns into measurable results.
- DRTV media buying: how to build a high-performance media stack
Learn how to build a DRTV media stack for performance. Discover strategies for DRTV media buying, tracking, and optimizing campaigns with real-time data.
- What is direct response TV and how to measure ROI
What is direct response TV? Learn how to measure ROI for direct response TV campaigns using key metrics, tracking methods, and attribution strategies.
- Hawthorne Advertising
- Christian Jones
In a recent interview with Authority Magazine, Christian Jones, Senior Vice President of Marketing & AI Initiatives at Hawthorne Advertising, shares insights on how AI is helping transform the way we work, collaborate and deliver results for clients. From streamlining workflows to unlocking new creative opportunities, the conversation explores how embracing emerging technology can help companies evolve while staying people-first.
- Forbes
- Jessica Hawthorne-Castro
What makes behind-the-scenes video content so effective for today’s brands? Check out this new Forbes Agency Council article featuring insights from top marketing leaders — including Jessica Hawthorne-Castro. From creator-led content to more transparent brand narratives, these strategies are reshaping modern video marketing.
- Forbes
- Jessica Hawthorne-Castro
What are some of the biggest mistakes that can undermine an inbound campaign? Check out this new Forbes Agency Council article featuring insights from top marketing leaders — including Jessica Hawthorne-Castro. From misaligned messaging to poor audience targeting, these insights highlight what it really takes to build campaigns that perform.
- MarTech Series
- Jessica Hawthorne-Castro
As Jessica Hawthorne-Castro highlights in this must-read article for MarTech, performance marketing is being reshaped by rising pressure to prove value beyond ROAS alone. In today’s environment, focusing only on platform efficiency can miss the bigger picture—incremental growth, customer quality, and long-term impact.
Resources
Hawthorne has been a leader and pioneer in Brand Response Advertising and Direct Response Marketing for 35 years.
Our rich history of measuring audience response and applying data-driven attribution and analytics to optimize campaigns provides us with an unparalleled depth and breadth of experience. Some of that experience is shared below in this Resources section.
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