The ever present infomercial, usually seen either after midnight, on one of the home shopping channels or Sunday morning TV are as much a part of successful marketing today as the Super Bowl™.
With annual sales revenue generated by DRTV exceeding 200 billion dollars, an entrepreneur with a gadget or product to pitch to the masses that does not consider DRTV, would be like Anheuser-Busch giving Super Sunday the cold shoulder.
But wait, there more. As it turns out, it’s not just widgets, gadgets and blankets you wear that are turning to direct response. Any product or service that can be sold by utilizing a call to action, either shipped as a result of online or telephone ordering or sold at retail, fits the bill. Coke, long an image only advertiser began using DRTV a few years ago with a “drive-to-web” strategy designed to create customer loyalty and continued use of its products.
This mainstream advertiser rush to utilize the medium has the DRTV segment surging while regular television ad spending is flat or down. Buyers and sellers cite several reasons for the upswing in DRTV advertising, including cost, measurability, accountability and higher engagement. They also note the growing number of response platforms beyond the traditional 1-800 number call center, including websites, social media and mobile sites.
DRTV rates on average cost less than traditional spots and with digital technology providing consumers more control over their media usage, more marketers are directing consumers to respond via mobile short codes via text message.
An interesting twist to all the curiosity surrounding direct response is the new option of direct-to-web. “Here at Foundation Media Solutions, we are regularly asked to produce spots planned not for TV, but for blogs, websites and YouTube,” says Cecil Cearcy, Foundation’s President.
Foundation Media Solutions is a film and video production and viral marketing company specializing in online video, DRTV and emerging technologies that provide unique opportunities for audience engagement. They partner with agencies and brands to produce and execute user-driven direct response campaigns that leverage social networks to drive viral dissemination, lead generation, and brand exposure.