We get Brand Response Television. TV has always been “top of the funnel' because of its extensive reach and powerful context. Direct response television (DRTV) as a tactic has traditionally been the go-to medium for brands seeking a proven accountable advertising model. Buying remnant inventory often shows up at .10 cents on the dollar which greatly improves your chances at getting your campaign successful.
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 will deliver the lift in web traffic, phone calls and sales you need, all while building your brand.
Approximately ½ of the cable audience has fragmented into what are called “cable cutters” "cable stackers," and “cable nevers." Prospects 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 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 longitude and latitude bomb the entire house. This fills in the gap.
Once we've tested digitally to know what it takes to generate a 15% conversion, and we have a powerful commercial, we often start with simply retargeting everyone who goes to your web site with an OTT add. This allows us to further establish who is responding and converting. We learn who they are, where they live, what emotion is required to get them to respond, and use this information to create a data model to scale not only OTT but linear remnant television.
This retargeting requires many different video and display creative options and messages. We can even use AI to monitor web site activity before 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.
