“Of the many ways ad agencies and research firms pitch themselves, actually buying ads in the media they use or measure for clients is rare — particularly TV.
But in a possibly unprecedented example of a marketing-services firm putting its money where its mouth is — or vice versa — analytics firm C3 Metrics is running direct-response TV ads on entertainment and sports programming and winning attention from clients and new business as a result.
“We have clients spending up to $100 million a year on TV able to optimize down to a spot level,” Mr. Greenfield said. “So we thought if this is working for them, there’s got to be a way to make it work for us, even if our audience is much smaller. TV is still in our minds the most powerful medium out there.”