Direct TV Response Advertising (DRTV)
What is direct response TV advertising (DRTV)?
Direct response TV advertising (DRTV) encourages viewers to engage directly and immediately through the use of strong call to actions via the telephone and web. Whether this is to purchase a product, or make an enquiry, using unique telephone numbers or web addresses, the success of direct response TV ads can accurately be tracked and measured. With the majority of the response to a DRTV commercial coming within 5 minutes of broadcast, obvious spikes in the volume of web visits should be clearly visible.
Typically, direct response TV ads are of a longer format than “branding” commercials. They are on average 120’ or 90’ compared to just 30’ for a brand advertisement. Another significant difference is the type of airtime purchased. Whereas branding commercials target broad, high volume audiences in peak spots reaching millions of viewers, your typical DRTV spot will appear on a lower rating channel reaching older day time viewers in the tens of thousands rather than millions. This DRTV airtime is not only more cost effective but it makes incoming phone response more manageable.
Campaign performance is usually measured by either the cost per lead or cost per sale generated. Accurate tracking of the source of every lead or sale is essential to understanding the ROI (Return of Investment) of each channel used in your DRTV campaign.
Lavery Rowe DRTV
Lavery Rowe have nearly 40 years-experience in all direct response media. Our dedicated DRTV division uses the power of television to generate cost effective response whilst at the same time building awareness for your brand. We offer a full service from script writing and story boards through the creative process (including regulatory compliance) and planning and buying media. We also offer full campaign analytics which accurately attribute web and telephone response. We have created and delivered highly effective and profitable campaigns for home improvements, fashion, home furnishings and financial services.