Every innovative product & service deserves to be on DRTV – Direct Response Television

Direct Response Television – DRTV

A DRTV infomercial advertisement is, as one dictionary defines it, “A relatively long commercial in the format of a television program”. Everyone has come across an infomercial sometime or another, while flipping through channels, especially late at night. Infomercials have such a strong pull in the marketplace that there are now whole channels dedicated to DRTV infomercials.

Even though DRTV infomercials are well known and established, a lesser known form of DRTV is short form. Sort Form DRTV ads can be 30, 60, 120 seconds long and follow the same format as a traditional infomercial. Some advantages that Short Form has over infomercials (aka Long Form) include: cost efficiencies in both production and creative, flexible booking capabilities and substantially greater inventory availabilities. A short form media schedule is much more efficient on a cost per spot (CPS) basis, allowing for much greater frequency and network diversity. Short form allows you to truly find your niche audience by testing many different networks on a local or national basis. Additionally, the local DMAs do not offer any Long Form inventory on cable; all availabilities are limited in quantity and only available on broadcast stations. Short Form spots have the ability to run on any local or national cable network.

Due to all these advantages, a short form DRTV advertising campaign is usually recommended for most products and services, however if a product has a high price point or is extremely new and innovative and needs a good deal of explanation, then a long form campaign is suggested.

Direct Response Television – DRTV

DRTV – A medium for a range of products

Advertising today is becoming more and more expensive, whether it be television, radio, print or the internet. To make sure that your advertising reaches the largest target audience with a reasonable budget, consider DRTV.

DRTV advertisements account for at least 25% of all television commercials. And nearly two third of American viewers have watched an infomercial. This shows that DRTV is a powerful tool that can reach a wide range of people. Whether it is getting orders for your product, marketing and branding, or getting leads and calls for a developing database, DRTV is the ideal medium for products and services.

DRTV has come a long way from selling multi purpose knives. DRTV is currently used for all categories from consumer electronics to pharmaceuticals, travel resorts to insurance companies – advertisers span a spectrum of products and services.

Find out if DRTV can be the right medium for your product.

Direct Response TV marketing – Is it for you?

Direct Response TV creates innovative advertising and marketing programs that effectively use integrated media channels to acquire leads and sell products directly to consumers for leading national clients in all categories.

Short form DRTV (Direct Response ads that are :30, :60 and :120 seconds long) is a fast growing medium for all enterprises, big and small. What was formerly seen as the exclusive domain for small time manufacturers of innovative and bizarre products, is today a lucrative advertising venue for a wide range of small and large unknown companies as well as established and branded corporations.

In recent years, DRTV has also driven sales through another medium – the internet. Many DRTV spots carry not only an 800 number but also a website address. In fact, up to 25 percent of sales of products advertised via DRTV are now conducted through websites. So if you have a unique product and a website as well, DRTV is the perfect medium of advertising for you.

Producing a DRTV campaign

If you are considering using DRTV for your product or service, make sure you work with an agency that specializes in DRTV advertising. It is best to work with a full service DRTV agency that provides all the following services: planning, strategizing, creative production, media planning, media tracking, optimization, billing, fulfillment and customer service.

One of the many benefits of one-stop shopping is the assurance that your campaign is managed by one account management team who will ensure a timely and accurate campaign experience through every phase of the process. Since Direct Response TV is an advertising vehicle that influences behavior, your agency needs to make sure that your commercial is a self-contained selling message designed to influence viewers immediately. With the right full service agency you can make sure each aspect of your campaign is handled in the most efficient and cost effective manner so that you are able to meet your campaign goals and reap the profits.

Direct Response Television Advertising – DRTV is designed to get instant results.