Direct Response TV marketing or DRTV is a type of marketing campaign that ensures value return for every buck you spend. DRTV is a very popular mode of marketing & you probably know what it is. In case you don’t, it’s okay, we’ve got you covered.
What is DRTV?
Direct Response is a type of advertising campaign that encourages a response from the viewer’s end. When this campaign or advertisement is run on television; it’s referred to as DRTV.
So, exactly what kind of response is expected? Well, there isn’t just one particular way to respond.
The most common method of interaction these adverts use is displaying a phone number, often toll-free, and/or a URL , on the screen. Throughout the ad, a phone number and URL will flash on the screen to encourage the viewer to phone in or go to web. Nowadays, you can even put a QR code for audiences to scan. It can be calling to place an order for a product, avail a service or get information about a particular product.
These campaigns are put in place to educate customers about a product or a service. They share some resemblance to the half-hour infotainment ads that aired a decade ago but are comparatively very condensed. The impact however is successfully replicated by these campaigns. Such as making new products, that were previously unheard of, a household name overnight.
To date, the most widely used durations are 30 minutes, 120 seconds, 60 seconds, 30 seconds, 15 seconds and 6 seconds: which is now a standard pre-roll.
Furthermore, the return on investment on DRTV ads is roughly 23-28%, which is almost three times better than traditional advertisements which have an ROI of around 10 per cent. It’s very evident why both small players and big players prefer to invest in this form of advertisement.
The reasons to opt for DRTV aren’t limited to the one’s mentioned above. There are plenty more advantages to going for DRTV. Here’s a brief on the same.
Advantages of DRTV
Accountability:
Tracking the sales process is a crucial part of determining how well a campaign performs. In traditional advertisements, like newspapers & hoardings (who plan to implement a similar response strategy) the actual response is tough to measure.
Pinpointing what prompted a customer’s decision to buy is almost intractable. DRTVs are an exception. Idealistically one can analyze a campaign’s success the very next day. The call to action metric delivers proper statistics to conclude the ROI as well. This way every penny spent is accounted for.
Promised Return on Investment:
As popularly known, attention is a scarce resource & those who successfully hold it make profits. Internet ads find a potential customer on the go, it’s difficult to attract attention when a person is involved in an alternative task.
With DRTV, a customer can be found sitting on a couch in the comfort of their living room with dedicated attention to the television. In this case, a person is more likely to follow purchase instructions explained by a salesperson. Also, the response can be a simple call or a website visit making the task of finalising a sale an easy one. Such easy response mechanisms over other modes of advertisements foster a better return on investment.
Economical:
TV advertisements can cost a lot, and by ‘a lot’ I mean A LOT. Small businesses or businesses that have just started and are short of funds find it difficult to enter into television marketing. To such businesses, DRTV is a great alternative.
Yes, by the broader definition even they are television ads but they aren’t exactly the same. DRTVs are comparatively very affordable. The production for these adverts isn’t incredibly demanding, clients save a lot of money in the production process.
Not just that, because these advertisements aren’t aired at peak viewing hours -as no one likes interjection then- the media costs are pretty low.
Also, just in case you are wondering, you don’t need to be a player in the market to opt for DRTV adverts. No matter who or how big you are, it’s never a bad idea to save some money.
Few other DRTV benefits:
- Significantly shorter product introduction phase
- Follows a simple & effective B2C approach
- Reach hundreds of thousands of potential customers in a matter of minutes
- Lastly, create a business relationship that is based on trust. Simple person to person interaction.
Part of arranging a successful DRTV campaign is employing a professional Infomercial Production agency. The market is somewhat saturated, it’s important now more than ever to work with someone who knows the game inside out.
Not just that, but nowadays only market research isn’t enough, research about the competition is equally as important. It’s difficult to do this job as a newbie. Hiring a production agency makes up for a wise decision.
Like always, we have you covered. You don’t need to spend hours of your valuable time researching the perfect agency to get the job done, it’s right here. Click on the link and open yourself to a world of infinite possibilities. Turn your dream of creating a successful business into a reality.
