When you absolutely, positively have to get a ton of new customers – use the power of DRTV to deliver results. Direct response gets the viewer to respond to your advert.
How can DRTV help?
DRTV advertising differs from brand response advertising in that the viewer is urged to respond to the offer directly. Calls to action can range from a toll-free number on screen, a special offer or a website URL. The return on investment delivered by a direct response TV advert 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. See our work here.
Working with a DRTV Agency
If you need a direct response tv advert produced, then working with a skilled direct response advertising agency is essential. Toast has years of experience in producing DRTV adverts that produce ROI results that clients demand. Have a look at our DRTV showreel below. We can handle the whole DRTV production process from strategy and creative, through filming or animation to clearing for broadcast and delivery to the channels. We partner with trusted media buying partners to get the best media packages for our clients.
DRTV Advertising Showreel
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The difference between brand advertising and DRTV
Brand advertising has traditionally done a brilliant job communicating a company’s broader 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 marketing 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 the direct response television commercial 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.
DRTV Production in London
Toast is a DRTV production company based in London. We work with many large brands to produce stunning DRTV ads, but we’re probably best known from our work for new to TV brands like Innocent Smoothies and Abel & Cole.
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 many 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.
Hiring a DRTV 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. Viewers will judge your brand against other adverts around you.
Good DRTV companies 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. It’s best to start with a realistic budget and produce the best creative to fit that budget.
Using a full-service DRTV agency who can undertake the whole advertising process from script to screen is an substantial 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 direct response TV advertising
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 software allows our clients to gauge how well their adverts are performing on various TV channels and at specific time-slots.
With these results available, it’s possible to test different calls to action, end-frames, time-slots and channels. The media budget is then adjusted to deliver the best results.
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 right 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 an excellent way of feeding leads to a phone sales team.
A bonus of DRTV is the trust building nature of TV commercials. Advertising near national brands adds trust signals to your company. If your company is selling products such as gold coins or cruises, a DRTV commercial 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. It’s best to 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 DRTV Production Company with great creative ideas, award-winning writers and directors, do get in touch.