Direct response television (DRTV ) is a television advertisement that asks consumers to respond directly to the company - usually either by calling a toll-free number, sending an SMS message, or by visiting a website. This is a form of direct response marketing.
There are two types of direct response television, short form, and long form. A short form is any DRTV ad that lasts two minutes or less. The immediate response of the long form is every television ad longer than two minutes. This was an accepted term for infomercials beginning in 1984 until "infomercials" became popular in 1988. The most common time period available for purchase as a "long form" infomercial medium is 28 minutes, 30 seconds in length. Long shapes are used for products that need to educate consumers to create awareness and usually have a higher price. A relatively small amount or media time can be purchased in less than 30 minutes but more than 2 minutes. Five minutes is the most common time of this length.
Direct response television campaigns are usually managed by Direct Response specialists or DRTV agents with a variety of strategic, creative, production, media and campaign services. They can also be managed by media purchase agents who specialize in direct response. In both cases, these agencies buy two types of airtime in two ways. The first is to buy from station tariff card or network broadcast for the time. The second is to buy residual airtime, which is the time when the station can not sell, and needs to charge quickly or cheaply to avoid air broadcasting dead. It's cheaper for agencies, but they have less control over when their ads will run. Because DRTV has gained presence outside of its inception in the United States, local agencies have evolved in many countries.
In order to qualify as a DRTV, ads must require consumers to contact advertisers directly by phone, via text messages, or via the web. In the early days of DRTV, this was almost always to buy the product. Over time, various consumer actions have been used. And, many consumers watch advertising but choose to buy at retail without ever contacting the company. Usually for every unit sold on TV, ranging from 3 to 15 units can be sold in retail depending on the retail distribution.
Video Direct response television
DRTV as a sales channel
When it first emerges, DRTV is used to market goods and services directly from producers or wholesalers to consumers, through retail. Over time, it has also been used as a more common advertising medium and is now used by various companies --- often to support retail distribution. Nonprofit organizations also benefit from DRTV by creating a direct appeal to viewers to make donations.
Many types of companies use DRTV. Marketing companies that specialize in DRTV continue to use the format to offer products that are sold exclusively through TV. Many of these items find their way to retail shelves after their television campaigns are over or have matured. For example, Dirt Devil Broom Vac is only available on TV for three months prior to retail launch. Merchant retailers often have a "as seen on TV" section in their store.
Maps Direct response television
DRTV as an ad for marketers and brand retailers
Beginning in the 1990s, many brand manufacturers began using DRTV as part of their advertising mix. In this case, most of the products featured on DRTV are also available in retail. DRTV campaigns call for direct consumer action either to buy a product or to get a coupon they can use at a retail store. Companies that have used DRTV for this purpose include DuPont (Teflon), Hamilton-Beach, Space Bag, Rubbermaid, P & amp; G, Toyota, Philips Consumer Electronics, Bissell, Evinrude, and Sears (Craftsman brand).
DRTV has also become an advertising medium commonly used for insurance companies, mortgage companies, cell phone providers, credit card companies, and a host of other services. Companies using this approach include Blue Shield, AAA Insurance (CSAA), Bank of America, Citibank Credit Card, DirecTV, Dish Network, and more.
Lead generation has become a major segment of many DRTV campaigns. Usually this campaign collects leads and closes sales in the future through a direct mail specialist, email, or phone. Other uses of DRTV include branding through hybrid campaigns, while you create product awareness and drive retail sales aimlessly for a definite response. This is sometimes called Brand Response TV (BRTV).
DRTV Ad Agencies
There are many DRTV advertising agencies that specialize in short form and long direct-response ads.
oAtomic Direct is a DRTV specialist who has pioneered campaigns that maximize the combination of DRTV-led direct and retail sales and create campaigns for Kobalt Tools (Lowe), AAA from California, Rubbermaid, Mission Towel, and DuPont. Atom has extensive experience in home, hardware and automotive categories.
oMedia Reactions is a DRTV specialist focusing on media purchases for nonprofit organizations. This adds traditional advertising agency capabilities by adding tracking metrics that integrate web data and call centers with FCC time-runs to determine which ads are responsible for generating results on which response channels. Success stories include the Wounded Sold Project
o212 Degrees Fahrenheit - Full-service DRTV advertising agency that has created campaigns for MetLife, Trikke, BuyBelize.com, USAA Insurance, Experian, Travelocity, and AIG
oCanella Response - The media buying agent responsible for DRTV success stories such as CarMd, Hip Hop Abs, Jillian Michaels Body Revolution, and Topsy Turvy.
oEicoff - Eicoff is a great leading DRTV agency that has created campaigns for Lumber Liquidators, Tommie Copper, Quicken Loans, and 800-Pet-Meds.
o [4] - Crescendo is a full service Live Response ad agency that has created a highly successful DRTV campaign for big and growing brands such as Covidien/Medtronic (Procedure Barrx), AARP, Kelly Moore Paints, HearUSA [5], Accuray CyberKnife and still much more.
oLockard & amp; Wechsler Direct is a fully integrated direct marketing agency with over $ 450 million in annual bills and a wide variety of satisfied clients. The agency was founded in 1967 by *** Wechsler
DRTV Research Company
- DRMetrix - The company provides competitive media research and broadcasts verification to direct-response (DRTV), infomercial, and direct/brand industries.
Awards
Some award programs recognize excellence in DRTV advertising. The awards are sponsored by the Association of Electronic Retailers (ERA) that honor long-form and long DRTV commercials at their annual Gala Moxie Awards along with the D2C ERA Convention. Every year, Jordan-Whitney Greensheet offers a wide range of DRTV recognition awards. And even general advertising and production awards events, such as Telly's, WorldFest, and Davey's, are included in the long category of Infomercial TV and DRTV work. For direct short-form television marketing, the DMA (Direct Marketing Association) recognizes program excellence through the A. Eicoff Broadcast Innovation Award, named after the pioneer of DRTV and DMA Hall of fame member Alvin Eicoff.
Super Bowl and Direct Response Television
Many ads during the Super Bowl are DRTV ads and drive direct responses through websites and 800 numbers. This includes advertisements for web services ranging from Cars.Com to Pets.com and Monster.com. The eTrade ads shown during Super Bowl 2008 show 800 numbers and websites for responses. In 2000, Netpliance posted a 30-second ad that prompted phone calls to 1-800-iopener or Netpliance.com in Super Bowl XXXIV. Anticipating a high response they are getting additional web hosting services to support web direct response traffic from advertising. During Super Bowl XLIII 2009, Cash 4 Gold put up a national advertisement during the Super Bowl. This is incorrectly reported as the first DRTV ad in the history of the Super Bowl.
References
Further reading
- Nathanson, Jon (November 14, 2013). "Infomercial Economy". Priceonomics . Retrieved November 15, 2013 .
- The Annual Report on Industrial Response 21 of the Industrial Report of 1 September 2016
Source of the article : Wikipedia
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