Direct Response Television
DRTV and video-enhanced websites act like an integrated closed circuit for selling a product, driving retail, generating leads, and acquiring customers.
The "yell-and-sell" TV ads from the early days of direct response haven't gone away. But DRTV advertising is evolving as much as other marketing channels.
As much as the marketing landscape changes, many of the DRTV aspects that made it attractive to marketers for decades remain unchanged.
Direct Marketing News spoke with DRTV vet Kevin Harrington about the history of the DRTV channel, how it's changed, and where it's heading.
A multichannel approach provides a clearer picture of DRTV's potential.
DRTV no longer exists in a vacuum. The advent and wide usage of social media has seen to that — which means it's more important than ever for direct response TV marketers to integrate social media into their strategies. Our expert columnists weigh in.
Communications and entertainment company Cox Communications named Draftfcb's Chicago office its national digital and direct-response agency of record after a two-month review, Todd Smith, director of media relations at Cox Communications, confirmed via email on Jan. 16.
With 300-plus direct response TV campaigns under our belt and more than 15 years of experience in online customer acquisition, I believe there's nothing more important than wrapping one's head around the critical roles of websites and search in DRTV campaigns.
Hampton Direct, a direct marketer with previous direct response TV (DRTV) successes with the Total Pillow and the Wonder Hanger, faced a challenge with its PajamaJeans. Apparel is tricky to sell on direct channels, since the shopper can't feel the fabric or the fit of the garment.
As we head into the long weekend, direct response marketers have something to be thankful for. Microsoft has acquired video search company Videosurf, both companies said Nov. 22. The $70 million acquisition signifies an investment by a major player in enabling consumers to "search, discover and watch online videos," according to a ZDNet description of Videosurf's capabilities.
Usually, the TV direct-response advertising beat does not involve terms like "kickbacks" or stories about payments delivered in briefcases.
Domino's Pizza improved same-store sales growth by 9.9% in 2010 compared with 0.5% in 2009 with the launch of the pizza delivery company's "Oh Yes We Did" marketing campaign, said Russell Weiner, CMO of Domino's. The brand also received top honors in a consumer survey detailing the US's best-tasting pizza, Weiner said.
Cable TV provider Cablevision rolled out a tool June 14 that allows marketers to tag their TV ads with email opt-ins. The Optimum Select RFI with email fulfillment lets consumers sign up to receive emailed product information, coupons, e-brochures and other offers through a TV ad.
US direct response TV advertising spending increased 2% year-over-year to $1.59 billion in the first quarter of 2011, according to a June 13 Kantar Media report. Industry-wide US advertising expenditures increased 4.4% in Q1, compared with the prior year, to $32.5 billion, according to the New York-based media measurement firm and WPP Group subsidiary.
Financial services company JG Wentworth will launch a multichannel campaign later this year to build on its 877-Cash-Now TV ads, company CMO Phil Donahue told Direct Marketing News on June 3. The effort will include direct mail, email, search marketing and social media.
TV Goods Inc. has acquired AsSeenOnTV.com and toll-free number 866-AsSeenOnTV for $5 million in cash and stock from Seen on TV LLC.
Nonprofit organization Children International has launched a long-form DRTV campaign developed by Northern Lights Direct.
LA Weight Loss has launched a direct-to-consumer campaign featuring two-minute national cable DRTV spots, direct mail, search marketing and social media.
3M will launch a direct response TV campaign for a headlight cleaning kit on December 14. It is the first DRTV campaign for the company's Automotive Aftermarket Division.
Weight loss website eDiets is conducting a direct response TV campaign putting the spotlight on the quality of its food. The nationwide effort, which runs through the end of the year, is promoting the company's five- and seven-day home-delivered meal programs to health-conscious consumers.
Euro RSCG Edge, the direct response marketing arm of agency Euro RSCG Worldwide, has launched a unit dedicated to short-form media. Jennifer Peabody will lead the unit as SVP.
Cleaning equipment manufacturer Hoover launched an integrated campaign May 25 to support several new products. The company is promoting its FloorMate Hard Floor Cleaner through December via both long- and short-form DRTV spots, which were produced by Hawthorne Direct.
QVC will launch m-commerce applications for Android and BlackBerry smartphones in the coming weeks, the multichannel retailer said May 20. It will also release an enhanced version of its iPhone program.
Simply Music, a DVD-based piano education product, will begin a DRTV campaign May 22 in 15 US markets. This represents a return to the direct-to-consumer channel. Holding company YesDTC licensed the product, which has been primarily marketed to piano teachers since a previous DRTV effort ended about eight years ago.
QVC's consolidated sales increased 11% to $1.8 billion in the first quarter of 2010, parent company Liberty Media said May 7 in its quarterly earnings call.
Little Giant Ladder Systems will debut a high-definition, 28-minute infomercial August 1 promoting its Select Step ladder. The company created the spot in house.
KettleWorx Fitness Products awarded List Services Corporation management of its buyers list on April 22. The file is new to the market.
LifeLock named McCann Erickson West its creative agency of record on April 8. McCann offices in Los Angeles, Salt Lake City and San Francisco will handle creative duties, including direct response, for the Tempe, AZ-based marketer of identity theft insurance.
Total advertising expenditures for 2009 were $125.3 billion, a 12.3% drop from the previous year, according to measurement firm Kantar Media (formerly TNS Media). Internet advertising and free-standing inserts were the only sectors that reported growth, 7.3% and 3%, respectively, according to the company.
AirWare, the manufacturer of anti-snoring aid Brez, has overhauled its marketing strategy to include a DRTV campaign and paid search to drive online and phone orders. The DRTV spots, created by Philadelphia-based Impax Marketing Group, will begin airing in March.
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