Livemercial CEO Johnny Mathis Jr. recently appeared on the PricewaterhouseCoopers Start-Up Show with host Steve Bengston for an in-depth conversation about the state of the direct response industry, Livemercial’s technology platform, and the company’s plans for continued growth.

One of the most compelling topics discussed was the resilience of the direct response industry during the current economic downturn. While many sectors of the economy have contracted, the DR industry has seen approximately 10% growth — a testament to the fundamental appeal of the direct response model. Consumers love the value, the convenience, and the “see it, want it, buy it” simplicity that DR products deliver, and that demand only increases when budgets get tighter.

Johnny explained how Livemercial’s proprietary VCC (Video Commerce Cloud) technology has been the engine behind the company’s success. VCC powers everything from “instant on” streaming video to real-time analytics, landing page optimization, and affiliate tracking. It’s the technology that has enabled Livemercial to generate over $1 billion in online sales for its clients — and it’s constantly evolving.

The conversation also turned to international markets, which represent an enormous opportunity for Livemercial. The same direct response principles that work in the United States translate powerfully to global markets, and the internet eliminates many of the traditional barriers to international commerce. Johnny shared his vision for bringing Livemercial’s platform and expertise to consumers around the world.

Thanks to Steve Bengston and the PricewaterhouseCoopers team for the opportunity to share the Livemercial story. When one of the world’s largest professional services firms takes an interest in your company, it’s a strong signal that you’re doing something right.