Chances are you’ve heard of Proactiv, the Snuggie and Shamwow – and the reason is DRTV.
Direct Response Television (DRTV) campaigns help launch successful retail campaigns for a wide variety of products in multiple niches. DRTV is a type of television-based advertising that encourages viewers/consumers to call, visit a website or in some other way make a purchase, register, vote, make an appointment, request more information or take another desired action.
Often, DRTV or infomercial advertising is part of a larger, integrated, multichannel campaign that brings together a customized and, ideally, effective mix of advertising vehicles that will deliver the best results for a particular brand, product and/or service.
What are the most common DRTV formats?
Direct response television comes in two main formats: Short-form and long-form. The most common DRTV formats are 30-second, 60-second and 120-second spots, which give the audience more information about a product and invite them to order now. In addition, DRTV campaigns can include up to half-hour paid programming episodes that delve into specific benefits and testimonials of the product, and end with an enticement to consumers to make a purchase, book an appointment or ask for further information about a product or service.
As the name implies, DRTV asks for a direct response.
Unlike traditional commercials that are shown between television shows, DRTV campaigns and direct response online ask for a direct response (hence the name). Also unlike other kinds of television advertising, it allows tracking and results measurement from the initial point of contact through the sale itself. This is because with DRTV, viewers aren’t just being exposed to the brand – they are being invited to place an order right away. And the results can be phenomenal with the right approach coupled with relevant expertise and guidance.
DRTV is quite dynamic, as media buys are able to be tweaked and adjusted based on real-time and instant results and responses. This is one of the key reasons why this type of advertising is so attractive and in-demand by marketers whose products and services are right for this type of media approach. It’s important to be able to choose and buy the most effective media, as well as to properly analyze the success of each buy and effort after-the-fact.
In what industries is DRTV best used?
Although infomercial advertising has been used in a variety of niches, it’s been most effective in the fitness, personal care, health, cosmetics, supplements and houseware categories. With these categories, it’s easy for viewers to see how the product will improve their quality of life. It also helps that DRTV is an advertising vehicle that drives the consumer directly to the marketer’s point of sale, whether it is a website, a toll-free 1-800 number, a “brick-and-mortar” store, a social media platform or something else.
Why do advertisers choose DRTV? There are three specific reasons:
Even though DRTV commercials are broadcast across major forms of media, they have the ability to reach a specific group of people. Through a targeted selection of the television channels, you can make sure that your message gets in front of the right audience.
Although DRTV commercials are most effective at garnering direct sales, they can also help when it comes to brand awareness. Shorter spots can introduce the brand and then invite the viewer to find out more at a website or on social media. Incorporating direct response online elements can help meet the needs of today’s tech savvy market.
DRTV campaigns are directly tied to sales, so it’s very easy to track the ROI of an advertising campaign. Once initial goals are set, and tweaks are made to the campaign based on initial feedback, the advertising can be improved even more.