DRTV

DRTV is thriving in the digital age. DRTV can be your most powerful recruitment media channel and transform your business. But only if it is done properly.

Here are some basic principles of DRTV:

1. The cheaper the price, the greater the chance of delivering the required ROI

2. Lower attention programming tends to elicit more efficient response
- Viewers are less likely to respond, if they’re engaging with a programme

3. Cost efficient response tends to gravitate towards the daytime & night time elements of TV schedules
- The price of airtime is cheaper in these day parts

4. A higher spot frequency tends to provide a steadier flow of calls
- Provided, in most instances, by the use of multi-channel stations
- Easier for call centres to manage, which results in less wastage

5. The longer the creative, the more information can be conveyed, the greater the consumer’s understanding of the product / offering

6. End breaks tend to respond better than centre breaks
- Same principle as lower attention programming: viewers are less likely to react to a message if they’re involved with the programme

7. Encourage the use of multiple telephone numbers
- Ensures greater accuracy of reporting

8. The effect of DRTV advertising on online and text response must be measured properly
- new techniques of analysis including hybrid econometrics should be considered (but you don’t need to pay £20,000 for it!)

In fact DRTV as an online response driver is currently  a very hot area of study and debate.

In fact with the rise of the internet all TV can now be classed as response TV and even TV ads with no distinct response mechanism can be responsible for thousands of brand searches and information gathering visits to a variety of websites.