DRTV: Direct response TV advertising

DRTV refers to television advertising with a direct Join the Discussion, usually driving a response to buy a product or service. The target audience is directed to immediately make a phone call or go online to buy.

The production for DRTV ads can generally be a lot lower than more expensive brand advertising, and it can be done very cost-effectively.

Why should you use it?
It is a great way to generate sales and get your product or services in front of a large pool of potential customers. It can be used in conjunction with other advertising, especially direct sales advertising online such as performance marketing.

When should you use it?
A key approach is to understand who you are trying to target, where they are, and what channels they respond to. It is worth experimenting with channels and timings, for example, a direct-to-consumer product manufacturer found that 2am on the home shopping channel beat all their previous sales records.

Things to consider:

• Measure where your enquiries and sales are coming from. It is important to know what direct response channels are working. This is why many use unique offer codes, so the orders can be tracked.
• Integrate with other direct channels to maximise effectiveness.