Direct Response Television (DRTV)
While DRTV may evoke thoughts of pitchmen with booming voices and hyperbolic claims, it’s actually a term that encompasses any TV advertising that inspires a response. DRTV simply has a different objective. One that’s focused on results.
What is it?
Who is it for?
DRTV is a marketing strategy for brands of all sizes, across all categories. In our experience, it’s helped introduce new products to a vastly broader audience. DRTV has been an incredible catalyst for financial and insurance brands looking to grow membership and rise above the competition. Other categories successfully implementing DRTV are: health & wellness, technology, ecommerce, home improvement, educational services, media/entertainment, CPG brands and more. DTC brands align perfectly with DRTV. Afterall, both are driven by going directly to the consumer. DRTV can also be a terrific vehicle for any product or service that needs greater explanation.
What’s different about DRTV media?
Unlike a media approach focused on pure reach and eyeballs, DRTV media is driven by response objectives. DRTV media planning seeks out the most efficient path to reaching your goals. Whether it’s phone calls, web visits, leads, apps and/or sales, DRTV media should be optimized at every step to achieve maximum ROI. It takes an always-on, always-improving strategy. That’s why a DRTV plan is designed with flexibility both from a media placement and investment standpoint. DRTV also strives for greater media-purchasing efficiency by being less tied to an exact time slot and more about a hitting a window of time and audience. DRTV placement spans across linear (cable, network, syndication, satellite, local broadcast, and unwired station bundles), streaming and connected TV.
What’s different about DRTV creative?
Similar to media, the objective of DRTV creative is all about sparking a response. Our creative approach to DRTV is something we call Storyselling. It’s something built on years of seeing what ads have performed, and what haven’t. It is focused on three main strategies: 1) Engage the audience early and get viewers to identify with the commercial. 2) Provide valuable consumer-relevant information to help bring understanding and interest to your product or service 3) Inspire and guide consumer action. Storyselling also strongly believes that you don’t have to forget branding to drive results. DRTV creative can achieve both. And while there is no formula to DRTV success, the principles of Storyselling, along with smart DRTV creative tactics, can make all the difference.
If you’re interested in hearing more about how a DRTV strategy could spark growth for your brand, feel free to reach out here.
