In today’s second screen world, as more and more people engage with their laptops and mobile devices while watching TV, TV advertisers really need to change their tactics to grab people’s undivided attention.
DRTV advertising is a powerful type of TV advertising that focuses on generating an instant consumer response. The consumer response may come in the form of a phone call or a website visit and that response could be to either make a query or, even better, a purchase. The way to incite people to respond to your DRTV ad is to include a compelling call to action that creates a sense of urgency.
DRTV ads speak directly to the viewers. Not-for-profits employ this advertising strategy in their DRTV ads by urging people to make a donation. Their call to action includes a number to call or text so that viewers can easily donate in the very moment that their attention has been captured. Not-for-profit DRTV ads heighten the emotion of the plight of the cause in order to make people want to put an end to the images that they are witnessing on the screen, such as those of poverty or animal cruelty. DRTV ads that promote a product or service create a compelling offer, such as a limited-time or limited number of products only sale. This tactic prompts people to respond immediately so that they don’t miss out on a bargain.
When our clients incorporate DRTV advertising into their media mix, they see their ROI (return on investment) skyrocket and their CPR (cost per response) decrease greatly. The name of the game for marketers is to generate the highest revenue and number of customers for the lowest possible advertising cost. DRTV advertising is the best advertising method for marketers to easily achieve these goals. Not only do direct response TV ads have the same incredibly wide reach as brand TV advertising, but DRTV advertising has the added bonus of being significantly less expensive to purchase, create and produce than brand TV advertising.
Using our state-of-the-art TV analytics platform, we are able to see the direct impact of DRTV (direct response television) ads upon response rates. We measure the number of people that made phone calls, website visits and online purchases in the five-minute window after the DRTV ad aired.
The easy measurability of DRTV advertising means that it is far cheaper to test and optimise DRTV ads than brand TV ads. Our data analytics software reveals the elements of the DRTV advertising campaign that are not producing effective results. This allows us to make tweaks to creative and ad placement to constantly increase ROI and lower the CPR for our clients. It is a strategic tactic that will accelerate your business growth and leave your competitors in the dust.
DRTV advertising is a simple and cost-effective addition to the media mix that sees our clients reaping big rewards. Get in touch to find out how we can help you to elevate your business growth with a targeted DRTV advertising campaign.
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