Tracking of DRTV media is achieved by using unique toll free numbers and web URLs that are unique to each network or station. Weekly and daily tracking of results and allows DRTV media buyers to optimize your campaign weekly based on tracked measures of campaign performance. Other trackable metrics of direct response TV are lift to search, online, and retail channels.
With incomparable expertise in the linear TV space, our team of media buying veterans has the insight, agility, and tenacity to ensure you get the greatest return possible for your advertising dollars. We offer a variety of fixed and direct response buying strategies, backed by historical performance data, trend research, and competitor analysis so you always receive premier campaign recommendations and management support.
We have decades of negotiation and buying experience across all channels, including: National Cable, Syndication, Spot TV, Network, Satellite, Connected TV, Online Video, Hispanic, Addressable, Programmatic & Long Form.
There are 4 IRON rules for testing.
1. Define a successful result before you start!
The diversity of direct response campaigns demands a unique understanding of your marketing goals and how to translate the media results into total return on investment. Marketing models should account for continuity programs, upsells, clubs, retail and catalogue sales.
Brand awareness is an intangible, which is difficult to give value to but will quickly be felt, especially in retail, if you are running enough media. For every product sold from a DR commercial between 5-10 are sold in retail!
2. Include enough stations to give you examples of how different types of audiences react to your product.
For example in long form you might take about 20 local broadcast stations and four or five small cable stations. In short form, you might take six or seven cable stations which target your primary demographic.
DRTV media is available in most national cable, local broadcast, local cable, and syndication properties. Media buying experts will select top-performing DRTV networks based on your campaign goals, target audience and geography.
DRTV media buying usually starts with a media test. This test runs on national cable networks for one to four weeks and helps advertisers evaluate which networks, spot times, ad duration, creative and messaging will work best for your campaign. Analyzing the data from this media test is key to optimizing your campaign to deliver the most effective results.
The landscape is changing now when putting together a DR style campaign where performance is usually measured in calls or leads to your site. Jennifer recommends buying similar rotations and interspersing that buy with select program-specific buys. This hybrid media buying approach ensures that your spots are non-preemptible while still keeping the measurements of DRTV that make it so attractive to advertisers.
Your media buyer can make or break your DRTV campaign. Understanding station selection, pricing, demographic targeting data, program selection and weight levels are all essential for your success. Advertising experts use research, industry expertise, data analytics, media planning, constant optimization, along other strategic, creative and production capabilities to organize a successful direct response campaign.
Direct response media buyers manage the entire process of planning, overbooking, clearance and optimization. This can include cancelling unsuccessful networks or rotation, negotiating lower rates with the network, and adding or subtracting specific airings. Because of the competitive nature of preemptive spots, buyers also must estimate the number of ads that would actually air, which can be anywhere from 60-85% and overbook or slightly increase their bids to clear the budget. They also know which stations have a high likelihood of success when booking preemptible vs non-preemptible spots.
Your media buying partner needs to have a comprehensive portfolio over many years because nothing beats proven experience. That way you can make sure you have an agency on your side that will deliver on their promises and will directly boost the sales of your products or services.
We have years of experience planning, buying and tracking response and sales against all demographic groups and we know which networks will have the highest probability of success for your DRTV campaign.
Our television ads use national or local media to inform and motivate viewers to take that important first step of asking for help. By reaching viewers in their place of comfort, our commercials strive to make an emotional connection with viewers and empower them to take action and, as a result, take back control of their lives.
How is success measured? With direct response television, the metrics that are measured are pure and simple. We take into account every ad dollar spent on television and measure a gross sales return on that investment. Direct response marketers utilize ROI measurements as a way to gauge success and understand the relationship with the consumer and the demand for a specific product by way of accountable media buying and immediate sales. DRTV can be an effective market research tool, as direct purchases can represent a high propensity of success at retail. There is no faster way to understand if your creative messaging has triggered strong consumer demand.
DRTV Media Buying
We strongly recommend a one to two week national cable media test. Our media buyers will research and prepare a media campaign specifically targeted for your product. Each network that runs the infomercial will have a different 800 number so we can track which networks are attracting viewers. Our media buyers will work closely with you, guiding you through all stages of the media buying process, from DRTV media testing and analysis, through roll-out. This approach ensures direct response media buys that lead to direct results.
Heading into 2014, the direct response television (DRTV) media landscape is facing off for a dose of new challenges as the Canadian consumer market confidence gets a positive boost whilst in Q2 2013 TV advertising stayed at the top and digital media slowly encroaches onto traditional media exposure forms.
There may be an improper reaction to supply and demand as incorrect decisions may create a demand for media that is unsustainable due to consumer disinterest which may create an negative effect on the Canadian media buyers who may face future problems with properly judging media programming.
In 2014 traditional TV/radio/print buying is now not enough to run a direct response campaign successfully. For products sold at retail, successful marketing campaigns need to spend some of their budgets for direct response retail advertising methods, such as e-letters, flyers, newspapers.
To effectively use online video content to engage consumers, direct response marketers must create enthusiasm behind a service, product or offer. Video content with a product review or interaction, service testimonials, special sales offer or alerts will help generate positive TV media spend and build long-term ROI.
Kingstar Media is a full-service performance marketing agency. Our roots in direct response television (DRTV) provided a foundation that makes us growth experts who specialize in generating ROI against every media dollar spent.
Our long-term close relationships with top cable networks and short form expertise, allows us to purchase the best available time slots from 6:00AM-11:00PM. We secure a healthy mix of airing times in the morning, afternoon and evening, seven days a week, based upon availability. Our Media Specialist provides educated and strategic marketing insights on how placement may affect the product sales. The collaborative media strategies implemented are usually based on the following, if available: historical product sales results, analysis of customer demographics, product seasonality and telecast frequency.
What differentiates direct response television apart from other marketing efforts is the use of real world testing. Often DRTV media testing is conducted in a small scale market selection because it reflects national buying patterns, or in the past it has been a good predictor for a specific category, product or service.
Media tests help you gather the data, analytics and metrics on your specific product and help indicate if modifications to the creative need to be made. Once you determine the market receptivity, if desired, additional media packages can be purchased at a discounted rate.
There are two types of direct response television, short form, and long form. Short form is any DRTV commercial that is two minutes or less in length. Long form direct response is any television commercial longer than two minutes. This was the accepted term for an infomercial from 1984 until "infomercial" came into vogue in 1988. The most common time period available for purchase as "long form" infomercial media is 28 minutes, 30 seconds in length. Long form is used for products that need to educate the consumer to create awareness and typically have a higher price. A relatively small amount or media time may be purchased in lengths less than 30 minutes but more than 2 minutes. Five minutes is the most commonly available time of these lengths.
38c6e68cf9