Direct Response media buying

DRTV is based on using TV infomercials or spots to permit or encourage consumers to directly respond to the advertiser.

There are several steps to a successful DRTV campaign. One of the most important steps is media buying. DRTV media buying refers to the strategic planning, negotiation and buying of television time. A good media buying agency helps determine the advantages and disadvantages of various television channels for your products or services.

The cost of media buying depends on factors like whether it is cable or local broadcast stations, time slot for the target audience, frequency of broadcast, whether it is long form or short, etc. Most good media buyers can strike a very good deal with channels for advantageous time slots.

Buying media is usually the biggest expense in a Direct Response campaign, so it is very important to have an expert media buyer. With reasonable terms and fees, a media buyer can make life a lot easier and less complicated by taking the nitty-gritty of number crunching off your back. The right buyer will aim for your infomercial to be viewed by the highest number of target audience at the lowest possible cost.


Find out more about media buying for DRTV.

Direct response television

Direct response television (DRTV) is an excellent vehicle for marketers to utilize for selling product and services directly to consumers. Both companies from Fortune 1000 as well as entrepreneurs have found DRTV to be very effective. Direct TV is made up of short ads, which generally last 60 to 120 seconds, and long form DRTV, often called infomercials. DRTV works best for products that appeal to a broad audience and are highly demonstrable.

One of the keys to a successful DRTV campaign is a media buyer. This media buyer will have the knowledge and ability to buy the best stations and time periods, at the right price to make your DRTV campaign as successful as possible. The U.S. has approximately 2,000 TV stations and hundreds of cable and satellite networks. A knowledgeable infomercial media buyer will guide you in choosing the best station that will attract the target audience, for your product or service. These media buyers will help you maximize your profits with your DRTV campaign.

Infomercial Marketing & Media Buying

Infomercial Marketing is one of the most powerful marketing channels around, because everything can be tracked and optimized to improve campaign ROI. With infomercials your product or service becomes differentiated and breaks free from clutter. As a result, response is greater and sales dramatically increase because the viewer is being both educated and involved.

A major part of Infomercial Marketing is Media Buying. Media Buying can be described as the systematic negotiation, planning and purchasing of television time to broadcast an infomercial (both long form 28 minutes and short form :30, :60, :120 seconds). This is a specialized skill, which requires knowledge of the target demographic, consumer behavior, the media market, and the criteria used to measure the value of TV and radio programming. It is important to match the right schedule with the product/service target demo before the airing of a campaign. This is done by using historical data and analysis as well as research tools such as Scarborough and MRI.

Advanced Results Marketing is a one stop shop for effective Infomercial Marketing, Media Buying, Creative Production as well as all backend service that are need for the campaign (customer service, fulfillment, trafficking and telemarketing). Advanced Results Marketing (ARM) is a national Direct Response Marketing and Advertising Agency established to bring Direct Response marketing services to traditional advertisers. This mass communication tool is used to produce real ROI based results for products and services.

Media Buying for DRTV

There are several steps to a successful DRTV campaign. One of the most important steps is media buying. DRTV media buying refers to the strategic planning, negotiation and buying of television time. Once the buy is placed and the media airs all the results are traceable and can be optimized in real-time. Every airing is tracked by networks and daypart and is evaluated on a cost per leads/order basis. If results are found to vary from the client’s campaign goals, revisions to the schedule can be made mid-stream. A media buyer will be able to revise the schedule based upon 1^st week results to bring the CPL/CPO to the goal level.

Direct Response media costs about 60% less than traditional advertising and is a great benefit for small time entrepreneurial companies as well as fortune 100s. The cost for each airing vary in price depending on the market it will air in (local cable), if it will be a national airing, or if it is a national/local split (where the commercial will run nationally, but will be covered up in some of the larger markets). The daypart also impacts the cost since prices will be higher for prime time airings (7p-8p) due to a higher viewership, than overnight (2a-5a). Costs also greatly vary between long form and short form placements.

Taking the costs into account, a media buyer’s goal is to provide a media schedule that maximizes the amount of people who see or hear the advertisement within the target market. Experienced media buyers are able to achieve these goals by maintaining relationships with the networks and negotiating with them for advantageous time slots and additional bonus placements

Find out more about media buying for DRTV.

DRTV for travel resorts

Although DRTV has mostly been used for household, health and beauty, and utility products, more and more uncommon entrants are making their presence felt in the DRTV scene now. Holiday resorts are a fine example of this recent phenomenon.

As direct response airtime costs up to 70 percent less than standard airtime, it is the most efficient way to reach across to travelers nation-wide. And it is possible to assess the effectiveness of a campaign early on. The results are measurable and if a particular campaign does not get the phones ringing, it can immediately be pulled down, set to another time slot or aired on a different, more relevant network. Also, now customers watch the direct response adverts, and right away can pick up the phone and make their own bookings.

DRTV for sales, marketing and brand building

DRTV is typically a commercial, short form (between 30 and 120 seconds) or long form (half an hour), featuring a highly demonstrable product that has mass appeal is a solution to a common problem, and provides a toll free number so that interested viewers can place an order for the same.

The biggest advantage of DRTV is that prospective customers can purchase your product almost as soon as they see it. This is a big advantage in today's world where brand recall is a major issue and companies have to literally pour time and money to make their brand more visible. From kitchen gadgets to insurance policies, DRTV is full of success stories both for established companies and entrepreneurs. DRTV today not only helps direct selling, but also in brand recall and retail distribution and sales.

DRTV Media Buying Agency

If you are planning on investing in a DRTV campaign, remember that a very important part of running successful Direct Response is media buying. Media buying at its simplest is the systematic planning, negotiating and buying of television time for the airing of short form / long form infomercials. A media buyer will use historical data and research in order to put together a media plan that will most effectively and efficiently achieve your campaign goals.

Buying media is usually the biggest expense in an advertising campaign; however with Direct Response you will be able to save up to 60% off of traditional rate card pricing. With reasonable terms and fees, a media buyer can make life a lot easier by monitoring your campaign and optimizing your media to meet your goals. The right media buyer will aim for your infomercial to be viewed by the highest number of target audience members at the lowest possible cost.