Retailers, Which DRTV Spot Is Right for You?
Retailers decide to use DRTV to boost sales. Great. But now they find they have too many confusing options for their infomercials. A flow chart from Butler/Till tells all.
Shared with Target Marketing on Thursday, the chart allows marketers to follow simple “yes” or “no” paths to their answers. [Author’s note: Butler/Till is an agency that does specialize in helping marketers with DRTV, so Target Marketing is making clear this is not a brand endorsement. Marketers who create their own DRTV campaigns or seek other third-party help may find that other vendors title solutions differently from Butler/Till, such as “spot market brand TV campaign.” However, this guide can help get you started in the channel that still dominates advertising.]
Beyond the infographic, Butler/Till fills marketers in on the three biggest shifts happening in DRTV today.
Jill Currie — associate media director of direct response at Butler/Till — provides this insight for marketers on how DRTV is changing:
Although broadcast TV ratings for adults 18 to 49 have dropped by 50 percent since 2002, according to Nielsen, advertiser demands have held steady. That’s driving up the cost of TV advertising. By placing at least 10 percent of ad buys as direct response time, brands can benefit from discounts of up to 80 percent.
The Digital Revolution
Unlike traditional television, DRTV delivers real-time campaign reporting and tracking. Spots can be encoded using Video Encoded Invisible Light (VEIL) technology. VEIL lets you track the spot in real-time, every time it airs, by market and by station. By studying which markets, stations and dayparts perform better, advertisers can optimize DRTV schedules, just like an online buy.
New Entries to the Category
Snuggies and Ginsu knives aren’t the only stories told through DRTV any more. Many more types of advertisers are turning to the format to connect with their audience. DRTV can generate qualified leads for companies because they gain a list of prospects who have already expressed interest in their product or service.
What do you think, marketers?
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