DRTV stands for Direct Response Television. These types of ads ask the viewer to take action directly from the ad, usually immediately. A basic example of a DRTV call to action would be to encourage the viewer to “Call Now” with a phone number listed on the screen. Other common calls to action for direct response television ads are directions to websites (Order Online Today!), or SMS messages (Text – PHONE# – Now). Whether short form or long, any ad that calls for a direct response from the viewer qualifies as DRTV.
The first thing that comes to mind when you think of DRTV is probably the infomercial which is the original format for DRTV. Fortunately, direct response advertising has evolved. DRTV ads are no longer just 28-minute long-form TV commercials featuring obnoxious pitchmen hawking their wares while a toll-free phone number flashes garishly across the screen. While there still may be some yell and sell infomercials on at 2 a.m., DRTV has become much more than that.
Modern Direct Response Advertising
Instead of late-night hard nose sales ads that scream for a viewer to take action and look like they were produced in someone’s garage, modern DRTV commercials have advanced in placement, quality, and creativity. Direct response ads are now produced in both long (28 minutes) or short formats (2 minutes or less). They can be shown in several places including broadcast television, cable, or online. Direct response ad campaigns now include more high-quality video productions that are used as storytelling opportunities with creative narratives that hook the viewer to persuade them to act.
Why use DRTV?
DRTV allows advertisers to speak directly to consumers. It can be a great way to quickly generate product sales, donations, leads, website traffic, and useful data. A high-quality direct response television ad can connect to a viewer in a way that compels them to – “Call Now”, “Buy Now”, “Visit Our Website”, or “Act Now”. As it is a “direct response” which means right now, these actions are traceable to your ad. This traceability allows you to see how well your ad is performing in real-time and calculate your ROI.
Although DRTV advertisements are most effective at producing sales, they can also help to increase brand awareness. Short but memorable spots can introduce the brand and then invite the viewer to visit a website or social media page to learn more. While other spots can be used to provide your brand’s solution for consumers if they “act now”. Whether long or short form, DRTV advertising campaigns are a great way to drive sales, boost leads, or generate data for your brand in a cost-effective way.
Your audience will know the difference between a well-produced DRTV video and one that’s quickly thrown together or amateurish. Well-produced DRTV commercials are deliberately created to prompt the customer into engaging with your brand by taking a specific action. If you’re planning to use direct response advertising as part of your marketing strategy, it’s in your best interest to utilize the talents of a professional video production agency to create top-quality DRTV ads. At Blend, our team of professional videographers and photographers have the experience to create engaging direct response ads that compel your target audience into action. If you’re interested in incorporating DRTV into your marketing strategy we can help, contact Blend Today.