Why DRTV Works in the Ever-Changing Media Landscape

Randall Rothenberg, writing in last month’s Adweek, stated “The definition of advertising has never been more unclear.”

But what does Mr. Rothenberg think about Direct Response Television (DRTV)?

Today’s advertising landscape is all over the place, literally. Broadcast, cable and streaming. Tablets, smartphones and smart watches. Contact lenses can’t be far behind.

But the objectives remain the same. Target the consumer, build brand awareness, and increase sales.

DRTV is one of the best ways to do that. Surprisingly, many clients don’t recognize how important a part of the marketing mix it can be.

I’m shocked when I read articles stating clients need to build their brand before they can turn to DRTV, or that consumers won’t respond to a spot until they see it at least 3 to 5 times.

We’ve launched many traditional DRTV campaigns with companies and products the American consumer basically had little or no awareness of.

The spots began airing, and calls and web hits started coming in immediately – minutes after the spot aired the first time on that station. One viewing and sales increased. One viewing and the consumer engaged with the brand. Direct Response in name, and in reality.

This is what happens when DRTV is executed properly. Compelling, longer format creative that informs, demonstrates and encourages response. Intuitive and efficient media buys that zero in on the target audience. Websites that engage and deliver.

I think the definition of advertising has never been more clear. DRTV belongs in the picture.

Ken Houdek is a SVP/Associate Media Director at A. Eicoff & Co., one of North America’s largest DRTV agencies.