We get Brand Response Television. TV has always 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. Interestingly, that same reach and context is available locally with local sports team or Morning 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 and franchisers after they have maximized their efforts on social media and other digital outlets. With the right creative messaging, Brand Response TV campaigns deliver lifts in web traffic, phone calls and sales, all while building your brand.
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. We follow the data, encouraging a very close cost response. Once they respond, we are very bullish on retargeting and with frequency. This can be tricky. You may know cookie retargeting is is only 30 percent effective... so we use select DSP's who utilize longitue and latitude bomb the entire house. This fills in the gap.
This retargeting requires many different video and display creative options and messages. We even use AI to monitor web site activity before we recommend sending a post card. It works like a charm
DRTV brand response marketing, when done right, generates a positive ROI path to customer acquisition along with brand growth.
