Media buying for DRTV

In every DRTV campaign, perhaps the largest ongoing expense is media buying. It is therefore very important to have the right media buying agency working for you. Media buyers advise clients as to which “daypart” should be used to best advertise a product or service. This depends on various factors like the nature of the product, the demographics of the potential target audience, regional and seasonal demand, cost of daypart, price of the product and etc. The media buyer negotiates rates with the networks, checks for package deals, and manages all the key aspects of the campaign.

Buyers try to make sure that the advertisements are seen and heard by the highest possible number of consumers within the target audience at the lowest possible cost to the client. The demographics of different networks vary significantly, so it is very important to target the right channels to reach a specific target audience. A good media buyer usually has a good understanding of this factor and can help narrow down the choice of channels for a particular product. In case a campaign does not work well in a particular channel or in particular dayparts, changes can be made mid-stream by the buyer.

Creating a great DRTV advertisement is only part of the job, but buying the right media is just as important for success.

The changing nature of DRTV

DRTV is rapidly gaining popularity among a wide range of industries as diverse as insurance and holiday resorts. Many big names like Apple, Proctor & Gamble and Dell are now frequent advertisers in DRTV.

In fact so successful has the short form DRTV medium become, that the big players are gradually starting to edge out the smaller enterprises. Innovators have always had to be on their toes to push their products in the DRTV arena, but now the criteria for a successful DRTV product have become narrowed. Usually, in order for a product to sell well on DRTV it needs to have uniqueness, demonstrability and mass appeal, however, with a highly competitive market, it is today more important to determine whether a product is high in utilitarian value.

A case in point is the Faraday Flashlight and One Touch Can Opener. The Faraday Flashlight enjoys enormous popularity due to its practicality and convenience. This success is now being surpassed by the One Touch Can Opener. The reason for this success is the same as that for the Faraday Flashlight – both are products that every home can use. The Faraday Flashlight uses no batteries, instead works on the Faraday principle of magnets and movement. The One Touch Can Opener cuts open a can by gliding on top of it automatically without the need for any manual pressure unlike conventional hand-held can openers.

Victor Grillo, CEO of Advanced Results Marketing, which handled both campaigns says, “Utilitarian products have a better chance of success as they have a longer shelf life; hence there is more sustainability in the market.”