Media Buying for DRTV

DRTV is based on using TV advertisements (both short form - :60 and :120 seconds in length and infomercials- 28 minutes in length) with a compelling call to action that will encourage consumers to call or log on right now, in order to take advantage of the advertiser’s offer.

If you are planning to advertise your product or service via DRTV, media buying will be a crucial step. The nature of Direct Response media buying is very dynamic. A media campaign changes daily, with buys being adjusted according to the past day’s results. A good media buyer makes sure to use all the necessary tools to plan a schedule that allows the advertisement to be seen and heard by the highest number of viewers from the target audience at the lowest possible price to the client.

Media buying companies have a wealth of historical data and research tools including MRI, Scarborough, Adviews, Phersonicx, and many others that help aid in the planning process. These tools help to show and guide the media buyer on, which product/service categories perform the best on which networks, which media schedule will work well for a specific demo and which dayparts drive a specific clientele.

The effects of a Direct Response campaign can be seen right away because results are traceable, so media can be optimized in real-time. Every airing is tracked and profits or losses are measured and, if needed, revisions can be made mid-stream.