Television has traditionally been about awareness. It’s been “top of the funnel “because of its extensive reach and powerful context. Placing an ad in the Superbowl not only reaches everyone, it also contextually communicates that the brand has made it to the big time. That same reach and context is available in a broadcast of a local sports team or evening news.
Direct response television (DRTV) as a tactic has traditionally been the go-to medium for brands seeking a proven accountable advertising model. It’s not for everyone, but has a multitude of advantages, and for more and more companies, is increasingly becoming the next tactic for startups after they have maximized their efforts on social media and other digital outlets. With creative messaging, frequency, and the right channels, DRTV campaigns have the potential to reach and engage target audiences and existing customers in a relevant, customized manner.
Approximately ½ of the cable audience has fragmented into what are called “cable cutters” and “cable nevers.” They still have a TV on their living room wall, but now prospects view their programming through the internet allowing us to use data to target and re-target them. They google your website from their couch while watching connected TV and then we re-target them with frequency until they buy. We know they saw the impression; we know they visited your web site, and we re-target them to a unique landing page with a unique tracking phone number and form fill.
A brand’s DRTV marketing, if done right, pays for itself and generates a positive ROI on the investment. Now, more and more we’re seeing startups and well-known brands employ DRTV as a path to customer acquisition and brand growth.
