Direct Response Television (DRTV) advertising is designed to elicit a response from the consumer directly to the advertiser – by means of a telephone call, visit to a website or text message etc. Whether advertising a product or service, this response is often immediate and always measurable.
more...With DRTV, the focus is on number of responses and how much these cost.
Unlike brand advertising, where the main purpose is to create a brand that distinct target markets recognise and connect with, DRTV advertising has one main purpose. This is to generate leads at a level and cost which is effective for the advertiser. While brand advertisers want to create a perception of their brand that is likely to influence future decisions on products or services, Direct Response Television advertisers want to influence the consumer’s decision making immediately.
A brand needs not only to be seen by the right people, but also in the right place to make it memorable and reinforce the creative message.
For a DRTV advertiser the most important factor is how many people respond to the advert and how much this costs. It is not of prime importance to be seen in the best programmes and on the most desirable channels. In fact, most direct response airtime buyers will actively avoid popular programmes and channels because people are less likely to respond immediately to an advert if they are engaged with what they are watching.
At Chase Media we specialise in making DRTV work for advertisers of all sizes and from a wide cross-section of business sectors.
The huge increase in the number of digital channels over the last few years has provided a great opportunity for the direct response advertiser. With lower ratings and cheaper airtime, TV has become accessible to smaller advertisers, as well as a more cost-effective way to generate new customers for those established companies who traditionally relied on Direct Mail, outbound sales calls and other forms of direct response marketing.
more...TV has long been considered one of the most effective forms of advertising – with Direct Response Television (DRTV), the results speak for themselves.
By carefully selecting the mix of channels used for a DRTV campaign, not only can response be accurately predicted, it can also be planned according to desired levels of response for the specific needs of the advertiser. Limitations such as call handling or website traffic capabilities can all be planned for as necessary.
Constant testing and refining is the key to ensuring a successful long term DRTV campaign. We help our clients to build response models so they can accurately predict ROI.
Whilst online lead generation can be very cost effective, it is not always scalable. PPC campaigns via Google etc. are great at scooping up targeted leads, but do not actually generate leads. DRTV sells your product like no other medium and is far more scalable. DRTV also has a halo effect on all other advertising activity, especially online.
It is important to remember that the cheapest channels will not always be the most cost-effective – good analysis of results coupled with careful planning are crucial to ensuring a successful DRTV campaign.
At Chase Media we use industry standard and bespoke in-house planning, analysis, modelling and reporting tools to help provide us with all the information we need to plan and buy DRTV airtime more effectively.
There are many generally accepted ‘rules’ for a successful DRTV campaign:
“Longer time-length commercials work better”
“Advertising in the morning works better than the afternoon”
“End breaks are better than centre breaks”
“Mondays are more responsive than Fridays”
In reality, every campaign is different – what works well for one advertiser will not necessarily work well for another. Every campaign should be tested, analysed and refined to optimise performance.
As response mechanisms continue to become more integrated we also find that these ‘rules’ are no longer as clear cut. For example, a campaign designed to elicit phone response only would look very different to one using a web address to generate new customers.
It requires the experience of a professional DRTV agency to ensure that a campaign has the best chance of success from the outset.
At Chase Media we have made it our business to know what makes a good DRTV campaign.
Good planning combined with good analysis and interpretation of results is vital when it comes to deciding where, when and by whom your DRTV campaign needs to be seen.
more...As well as knowing where to air the adverts, it is of course important to know how much should be paid for this airtime.
The cost of TV airtime varies significantly depending on a large number of factors. These will include: time of year, tv channel, trading audience, time of day, day of week, amount of money being spent, nature of relationship with media owner, category of advertiser – the list goes on.
We can help. As an independent media agency, who specialise in buying DRTV campaigns, Chase Media enjoy favourable trading relationships with the right contacts at all the commercial TV stations. We pride ourselves on our ability to get the best deal for our clients without tying ourselves into volume contracts with media owners (Which can lead to recommendations being given for the wrong reasons!).
At Chase Media we can help with every aspect of media buying from start to finish.