DRTV News

The DRTV Centre explains that DRTV (direct response television) has shown huge growth internationally – because it can be highly effective. DRTV has the potential to produce great returns on investment, by attracting new customers instantly.

DRTV can sell product fast and it can produce colossal numbers of enquiries at low unit cost. Unlike brand advertising, it is immediately and accurately accountable; almost all variables are measurable, fast. So how does it work?

DRTV includes any TV advertising that asks viewers to respond directly by phone, SMS (text) or web site visit. Nowadays over 25% of UK TV commercials are direct response – that is, the advertiser aims to achieve immediate response from the viewer via a heavily-featured 0800 number, text response or online visit. Depending on the advertisers marketing objectives, the desired response could range from a brochure request or other enquiry to a firm order.

Complete Article

Multi-channel consumption
The convergence of direct response television ads with various tracking phone numbers, URLs and even short codes has created a complicated environment for educators.  If someone calls a dedicated phone number, it’s very easy to attribute a response.  But, it’s not that simple anymore.

Television viewership has grown, in fact, according to Nielsen, it is up 22 minutes per month over last year.  But people are consuming TV differently.  It’s very much consumed as a companion medium.

People take comfort in having their TV sets turned on most of the day, but they are consuming other channels simultaneously. Most of the time, they are consuming information online while they are watching television.

The ubiquity of the Internet, as well as internet-enabled gadgets, has enabled consumers to see or hear something on TV and immediately go to the Web to find out more.

Complete Article

With 300-plus direct response TV campaigns under our belt and more than 15 years of experience in online customer acquisition, I believe there’s nothing more important than wrapping one’s head around the critical roles of websites and search in DRTV campaigns. They are all so tightly intertwined and as a result impact your DRTV media planning and buying in a major way.

Unlike the “old days” where consumers mailed in checks or called a toll-free number, the way consumers respond today is very different. According to an October 2011 study by Nielsen and NM Incite, in an age where 62% of adults in the U.S. watch TV and are online at the same time, consumers have three distinct ways to respond to a DRTV commercial:

• They can call the toll-free number on the screen.
• They can go to the URL on the screen.
• They can go to Google or any other search engine and type in the company, product or service name.

Clearly, that is a lot more complicated than mail or phone orders. We can still track phone orders as we have in the past, but tracking Web orders and what we call “DRTV-driven search” orders are much more complex. The big lesson we learned involves the following:

Complete Article

Direct Response TV Rates are based on supply and demand.  After the upfront quarterly media buys are made by the largest corporate advertisers, media companies have inventory that may be used for spot branding buys (scatter media buys) and DRTV or Direct Response Television.  Check back here often because we also cover radio which works a little differently. Media rates flatten in the early part of the first quarter and slowly rise as we move closer to the important second quarter with many Spring and outdoor activities starting up again such as lawn maintenance, outdoor recreation, and Easter.

HOW TO ROLLOUT YOUR PRODUCT Many of our clients understand the concept of a media test or tests to determine the best price points, offers and media strategy.  But often we are questioned about the cost and execution of a rollout strategy. Direct to Consumer:  If your product is a Direct to Consumer product such as a supplement or skin care product that will rely on DRTV or DR Radio sales, a rollout can start slow and simply build and ramp up slowly based on sales and budget capability.

Complete Article

Over the past year the advertising market has seen an increase in demand for DRTV (Direct Response Television). Small companies are looking for new clients, while larger companies are looking to expand into new markets and both are looking to do so at a relatively low price. These companies then look at Direct Response Agencies for help.

DRTV includes any TV advertisement that asks consumers to respond immediately by phone, text message, or website visit. There are two forms, short and long; short form DRTV is usually around a couple minutes, while long form DRTV can be as long as 30 minutes. DRTV has become more popular due to its ability to act like a commercial and an infomercial at the same time. Many consumers see the DRTV ad and buy immediately over the phone or web, but many see the product and choose to purchase it at a retail store. It is estimated that for every unit sold on TV, anywhere from 3 to as high as 15 units are sold through retail channels.

Due to the challenging economic times, companies are looking to increase their customer base quickly and affordably and DRTV offers this. The cost of DRTV is significantly lower than many traditional advertising methods, companies are able to quickly connect with viewers and quickly turn these leads into sales. Many of these new DRTV buyers are companies that have never used DRTV before. Companies have seen the added financial benefit of DRTV, and are beginning to convert their advertising campaigns to a more direct approach.

Companies are using DRTV to spread the word and create brand authority. Companies are expanding their DRTV campaigns into new markets, such as Rosetta Stone moving into Canada. Other companies are looking to grow brand presence in current markets. But the one thing that all of these companies have in mind is gaining masses of new customers at an affordable price. DRTV costs are relatively modest, and customer like how easy it is when responding, just one phone call and everything is underway.

Complete Article

Media Corp, a product sourcing company for the “As Seen on TV” industry has found success with a new product. Magic Mesh door cover instantly opens and magically snaps closed behind you using 18 strategically placed magnets.

Media Corp, an “As Seen On TV” product sourcing company out of Kansas City has found another smash hit. Magic Mesh joins Media Corp’s other “As Seen on TV” winners including the Jupiter Jack, GPS Pal II and Windshield Wonder.

Magic Mesh is a simple concept, two mesh panels velcro to any door and allow entrance or exit by passing through a magnetized closure. The product allows people and pets through, while instantly closing behind keeping bugs out, all done hands free. Simple, yet effective and the kind of thing that makes people say, “Why didn’t I think of that?”

Yoram Jovani invented the Magic Mesh product and had some success in his home country of Australia before meeting the president of Media Corp, Ed Waldberg. Yoram introduced his product to Media Corp, looking for the right company to promote and sell his product in the United States. Media Corp made Magic Mesh a big success in a very short time and is recognized as one of the top short form infomercials in 2011.

When asked about his thoughts regarding the product, Ed responded, “When Yoram introduced me to the Magic Mesh I immediately recognized that it met the criteria for our As Seen on TV program. The Magic Mesh solved a common problem, appealed to the masses, was clearly demonstrable and was easily explained. All these elements combined with our ability to get this product to the market has quickly made Magic Mesh one of our top sellers and we are pleased to be a part of its success.”

Complete Article

The infomercial industry has grown rapidly over the years, reflecting the transformation of the late-night low cost commercials into sophisticated infomercials. Moreover, infomercial products are more functional and need-based as compared to the conventionally advertised products. Though the proportion of customers directly purchasing from Infomercials is relatively low, the medium helps in developing the generating demand that is converted into actual sales at retail stores and supermarkets. The recession transformed consumers purchasing behavior, as people opted to stay at home. This provided an opportunity to the Infomercial industry to come up with innovative products. With more people preparing their food at home, products such as juicers, food choppers, avocado slicers, and fruit pitters, registered high demand among consumers. The medium also allowed consumers to make purchases from home without the need to go to the retail outlet and listening to the salesperson. The hassle free marketing experience is also a key contributor to the industry growth. The emergence of new and smarter advertising technologies favors growth of direct response advertising.

Unlike conventional advertisements aimed at creating brand awareness among the consumers and influencing purchase decisions in an indirect way, the Infomercials are aimed at generating immediate sales in terms of number of units sold, and are not particular about building long-term relationship with the customers. The impact of a conventional advertisement can be gauzed in terms of awareness return, brand equity return and reach return; while in case of an Infomercial, the impact is solely based on dollar returns. More than three-fourths of sales orders for an average Infomercial roll up within 10 minutes of the completion of Infomercial aired on TV. Thus, the fate of the product and success of the Infomercial is known to the marketer within minutes of airing the Infomercial. Based on consumer response by means of phone calls, an SMS, or website hits or purchases, the marketer can quickly modify the program content, or stop airing the Infomercial incase the product fails to make satisfactory impact on viewers. In sharp contrast, conventional ads are aimed at increasing awareness among consumers, which can be measured by means of national brand awareness or net promoter score.

In the United States, the market for Infomercials surged despite the recent economic slowdown. Factors driving growth include lower cost of airtime and increased television viewership. Companies engaged in Infomercials grabbed airtime more than ever before, as traditional commercials increasingly pulled out of air. Further, increasing brand-awareness campaigns fuelled the growth of Infomercials. Reduced advertising budget and lower number of shopping trips among consumers also affected market growth. The Infomercial marketers launched innovative sales techniques owing to the growing talent pool in the sector.

I admit that I used to ignore junk mail. When I opened that third appeal from the charity that I donated to on the spur of the moment last year, I never so much as paused to consider how much work went into the content, copy writing, page layout, photo selection, fold, size and paper selections. Most often I trashed it. Sometimes I put the piece aside to remind me I would like to give again.

Since I have been employed in the print and mail industry – I don’t ignore any mail any more. Well, perhaps the credit card solicitations don’t get the attention that they deserve, but that is for my own benefit. Actually, I look forward to getting mail. Always have. In the past it was all sent to a post office box and I’d pick it up once or twice a month. Today I get mail at home.

Last night I asked “Did I get any mail today?” You might laugh at me but it’s true! I still hope to get a card, letter or the occasional catalog. After all, who doesn’t love seeing the newest products from REI?!

“Yep, you got a magazine from Group Health,” my roommate answered.

“Umm, that’s not mail – that is an advertisement,” I said.

Complete Article

It’s no secret that a large number of brand advertisers have warmed up to the idea of adding DRTV commercials to their marketing portfolios. Over the last few years, Apple, Nissan, Discover Card, Nikon and the U.S. Navy have become some of the biggest, most recognizable brands that use short- and long-form DRTV campaigns to sell products and services, increase customer loyalty, build subscription bases and generate leads.

And while brands have clearly helped elevate DRTV’s status among advertisers of all sizes and across all industries, their foray into the space begs the question: What do we need to know about using DRTV as part of our advertising lineup? Here are seven answers to that question:

1. Traditional agencies and DRTV experts don’t always mix. Several brand agencies have “added” DRTV capabilities to the lineups, but DRTV is a different animal. It requires expertise, selling strategies and messages that traditional agencies haven’t mastered.

Complete Article