Direct Response commercials

Direct Response commercials are looking to get an immediate response from viewers, usually by enticing him/her to pick up their telephone or visit a website. DRTV short form commercials can be :30, :60 or :120 seconds in length. The creative begins by displaying a problem then provides the product/service being advertised and shows how it solves this problem. Various product/service benefits are also presented to motivate the viewer to respond, as well as a clear “act now” message and high level response information.

DRTV advertising can be highly cost-efficient. With an increasing number of satellite TV channels, advertisers can target their advertising to their specific audience with increasing accuracy. This data is tracked by different toll-free phone numbers that are inserted on a per network basis. This allows the advertiser’s media agency to accurately track where all responses are coming from and provides a basis for media optimization.

DRTV is inexpensive media in which a campaign can be operated on a moderate budget and is one of the most effective ways to drive website traffic. With more and more people having access to the internet, it makes perfect sense to put a website as well as a telephone number at the end of a DRTV commercial.