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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.

What will you need for Direct Response TV Advertising?

Our dedicated DRTV division can help you budget for all the costs required to launch a low risk DRTV test. We cover every aspect of the process: creative, production, regulatory compliance (Clearcast), media planning and buying, response handling, telemarketing and fulfilment.

We will also help you set the targets and KPIs for your campaign and help you interpret the results.

How to play to the strengths of Direct Response TV Advertising

Producing a DRTV ad can seem like a daunting task if this is your first foray into television advertising, but using our 40 years’experience in the industry and your product knowledge, we will help you craft an effective, cost effective, and successful campaign.

Taking your best performing advertising format in another medium, press advertising for example, we can utilise your promotional message and brand identity and values to form the basis of your new DRTV ad bringing it to a new audience in an engaging and compelling format.

Key to this process is recognising and utilising the inherent strengths of DRTV; television allows for visual demonstration of your product or service like no other medium.

Even if viewers may not remember facts and figures from a TV commercial, they can associate feelings and emotions with a well-produced DRTV ad. We will help you identify the key positive emotion that consumers associate with your product and find a way to link that emotion with your sales message being pushed through the rest of your well-planned and varied advertising campaign across other media.

When you work with Lavery Rowe Advertising

you benefit from:

  • NO long term contracts
  • NO volume media commitments
  • NO fees or expensive creative charges
Direct Response TV Advertising

Get in contact

Contact us today and let our experienced staff give you expert advice on where to start, how to maintain or how to maximise your product or service advertising...
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