Eicoff DRTV: More Effective Than Ever
Fusing the power of television with the precision of digital.
Direct Response Television. Still the only broadcast option for measured-response advertising.
What Is DRTV? Direct Response Television is advertising at its most fundamental – dispensing information and demonstration, monitoring response, tracking the consumer journey through to the sale - and it’s one of the most potent forms of advertising today. How did a platform that’s been around for over 50 years become the next big thing? There are a number of reasons why DRTV is so highly sought after in today’s marketplace:
1. DRTV is based on business results. Unlike traditional TV, which is evaluated on how many eyeballs it reaches, DRTV is evaluated on the revenue it generates. Instead of looking at GRPs, or TRPs, or any kind of RPs, DRTV is grounded in a completely different set of initials: ROI.
2. DRTV is cost effective. Since the objective isn’t to rack up rating points (see above), but rather to track response, a lower investment often generates the most cost-effective response. In fact, those high rated (and expensive) shows that “everyone is talking about,” tend not to be the ones with viewers who are likely to respond – at least not while they’re enjoying their must-see TV.
3. There’s no more powerful medium. With all the wiz-bang stuff that goes on across the media universe, there’s still nothing that compares to sound + pictures for communicating a persuasive message. TV hasn’t been compromised by the expansion of the media landscape, it’s been redefined. Instead of being limited to the screen on your wall, it’s now just about everywhere. That’s a good thing for TV, and marketers everywhere.
You’ve heard the saying “to a hammer, everything looks like a nail.” We don’t subscribe to that adage. Some brands are more appropriate for DRTV than others. (Longer-length commercials, a DRTV staple, tend to be effective for just about any brand, but that’s a story for another time.) Here’s how to evaluate your brand to see if it’s a good candidate for DRTV:
1. Is your brand demonstrable? Is there something your brand does or some way it works that’s a differentiator vs. the competition? If so, don’t rely on (hope for) a consumer visiting your website to learn more. Or searching for information, and open yourself up to the competitive jungle of Google. It’s much more effective to take the time to show it, in all its glory, right there on TV.
2. Does it have a complex story to tell? Online disruptors are changing the way consumers view traditional categories, like insurance (of all kinds), buying a house, borrowing a car, or walking your dog. Aside from early adopters, the best way to generate interest from the masses is to explain the why and how of doing things differently.
3. How important is credibility? TV, as much as some like to make fun, can take your brand from the uncertainty of the internet to the comfort of the familiar. TV may not be the most exciting thing going, but it’s where people often turn when they want reliable information.
4. Have you maxed out your online presence? Web presence is a great way to test the waters and solidify your story, but there’s only so far you can take your brand online. If you really want to scale, you need the reach of TV. DRTV comes with a lower cost of entry, not only media, but often production as well.
5. Do you want to take it slow? DRTV, with its measurability and daily tracking, allows a brand to test the waters. If things look promising, expand at a pace that fits your needs. It doesn’t take a million bucks to see how big your brand can be.
Most importantly, if you decide to explore a DRTV campaign, assess agency partners carefully. There are a number of best practices for DRTV. Ask about transparency – will they share media costs down to the station affidavit? Ask about reporting – will you have 24/7 access to dashboards, and frequent results discussions? Ask about their 360 capabilities – the best media placement in the world won’t overcome a weak message. Full accountability means creative has a seat at the table, too.
DRTV makes TV work harder. Contact Eicoff today to discuss how we can help take your business to the next level.