Hello, Jonathan Rolley here from APAC's leading performance advertising agency, Direct Response Media. Welcome to Rolley's rant. This is episode four and I'd like to call this episode, 'If it barks, it's a dog'.
When you talk to some people about having to wait some time before an ad starts getting traction and begins to work - this is complete bullshit! When you put a successful ad live, it will work from day one and you'll see an immediate response. Frequency, which most people say, 'you need to build frequency before you start to see some traction' - this is completely untrue. Frequency is a benefit of success, it's not the key driver. Testing is vital to success. If your DRTV testing involves a small TV network, you may need 40-60 spots. If it's a DRTV test on a larger network, you may only need 10-20 spots. Even with these low spot levels, you'll know very early on if that creative is going to have a chance of beating your control creative. So if it barks once, it's a dog.
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