DRTV – Direct Response Advertising

DRTV uses the power of television advertising to cut through and target viewers when they are at their most receptive. DRTV delivers measurable results.

Direct Response Advertising Production

The return on investment delivered by DRTV is one of the highest possible in all advertising mediums. In comparison to social media advertising where your brand has to fight amongst the digital chatter, the best direct response ads set out a message and deliver measurable results.

Abel & Cole DRTV Advert

The difference between brand advertising and DRTV

Brand advertising has traditionally done a brilliant job communicating a company’s wider message to the public. Brand adverts are used to establish credibility or promote new product lines in the minds of buyers. A response campaign, on the other hand, is all about promoting a product or service and expecting the public to respond by either phoning a number or visiting a URL.

The second screen phenomena has given direct response TV advertising a new lease of life. Rather than waiting until the viewer has finished watching TV a second screen means viewers are actively engaging with brands and offers in real-time.

Direct response advertising was once seen as lower quality than traditional brand response TV advertising. Fortunately, those days are behind us, DRTV adverts now compete with brand ads on both a creative and production level. Sculpting a response ad is a skill, the creative has to lead to the end result. A brand TV ad can’t simply be converted into a DRTV advert by adding a phone number on the end.

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Understanding your audience

Understanding who the final audience will be and tailoring the message which must be bold and engaging is an absolute must for any video looking to promote a product or service, or in this case the promotion of an entire country. Working out what to promote is often dictated by the client’s needs it is a process of discovery involved in the initial research stage. Once a compelling message has been arrived at it is then necessary to construct a storytelling narrative which the video will deliver.

Media costs and media placement

When planning your media placements it’s worth remembering that DRTV adverts work best out of peak time advertising. The most cost effective use of your media budget is to buy numerous slots across channels that are right for your demographic. Lumping all your budget into buying a few advert slots in expensive primetime will end up wasting your opportunity.

Digital TV channels are a powerful medium for DRTV, many Freeview channels have very focused offerings which lead to concentrated audience pools. These channels are a great place to build a target audience.

DRTV planning
Joey Essex Varooma TV Advert
Direct Response TV Advert

Hiring a Direct Response Advertising Agency

When appointing a DRTV agency it’s good to look at the quality of work they’ve produced for other companies. Budgets are always a tricky thing to gauge but the quality of an advert shows on TV and will be seen by viewers. Your brand will be judged against other adverts around you.

A good direct response agency will take your budget (at whatever level) and produce the best-looking advert they can for your level of spending. A great agency will work with you at an early stage to create ideas that get the best from your budget. There’s no point trying to shoehorn a drone shoot, a cast of thousands and an expensive location into a small budget. The budget will have to be cut somewhere and unfortunately, those savings will show up on screen.

Using a full-service agency who are able to undertake the whole advertising process from script to screen is an important saving. The budget will be used wisely rather than having multiple companies competing to keep as much of your budget as they can.

Measuring results of DRTV

DRTV advertising uses either a website address or phone number as a contact method for customers. Analytics software can now correlate website visits with a DRTV advert running on TV. This allows our clients to gauge how well their adverts are performing on various TV channels and at specific timeslots.

With these results available it’s possible to test different calls to action, end-frames, time-slots and channels. You’ll now have the results to know whether your media budget is being used wisely.

JamJar.com Direct Response TV Commercial

A call to action

A prospective customer wants to feel at home once they’ve entered your URL so make sure your website reflects your TV advert in some way. Keep the experience the same, viewers want to feel a cohesive brand message across TV advertising and on your website. Have a still from your TV advert on all of your landing pages so the viewer knows they’ve come to the correct site.

DRTV campaigns are a powerful way to build databases of interested customers, some purchases aren’t an impulsive buy and need a nudge over the line. A response advert that delivers a list of potential customers is a great way of feeding leads to a phone sales team.

An added bonus of DRTV is the trust building nature of TV advertising. A company that is seen on TV advertising near national brands is trusted by viewers. If your company sells high ticket items such as bullion or cruises a direct response advertising campaign can leverage the trust gained from TV advertising to close sales.

A call to action that includes a toll-free number, is a great way to gauge which areas of the country your advert works best in. It’s best to only run adverts when your call centre is operating, an unanswered call is a waste of your precious marketing budget.

Work with Toast

If you’re looking for a direct response TV agency with great creative ideas, award winning writers and directors, do get in touch.

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