PI cable, TV household ad measurement in DRTV beta test

Last Second Media announced the first open system for calculating per inquiry (PI) 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 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 fragmented media landscape by fairly calculating PI ad rates for small and mid-sized advertisers.