WHAT IS DRTV MEDIA BUYING

Direct Response ( DRTV) Media buying is the strategic planning and purchasing of DRTV (direct response television) spots, radio advertisements, internet advertisements and print media. A key element of an effective DRTV Campaign is the ability to integrate multiple media channels to maximize results / response.

MEDIA BUYING PROCESS

  • If you stay informed about the media buying process, you will be better equipped to organize a successful direct response campaign.
  • A DRTV media tests typically costs between $20,000 and $25,000.
  • A DRTV test schedule usually consists of national cable networks that effectively and efficiently reach the target audience.
  • A DRTV test schedule usually consists of national cable networks that effectively and efficiently reach the target audience.
  • A DRTV media test typically runs over the course of one to four weeks.
  • Following the test, results are analyzed to determine the viability of the DRTV campaign and to evaluate the media buying process.
  • Often, various elements of the DRTV campaign are tweaked following an analysis of the test results, including the telemarketing script, media buying process, offer, price point, online advertising, web results, etc., in order to optimize the performance of the DRTV campaign.
  • Once the DRTV campaign is rolled-out, the media budgets are increased, while maintaining the targeted ROI.
  • Successful DRTV product campaigns typically run over the course of three to six months.
  • When the DRTV results begin to drop off, direct response marketers then often take their products to retail.
  • Once the product is taken to retail, marketers should continue their DRTV campaign to drive retail traffic and sales.
  • DRTV lead generation campaigns typically are ongoing if leads can be produced cost effectively. Many leading brands utilize DRTV to generate leads for their product or service.
  • With a successful DRTV campaign, media buys will be your largest expenditure, so it's important to understand all aspects of the media buying process.

THE COST OF MEDIA BUYING

  • The cost of DRTV media buying can vary, depending on the stations and spot times purchased.
  • An advantage for DRTV campaigns is that DRTV media rates are significantly lower than traditional TV media rates.
  • This allows DRTV marketers to brand and sell their products with higher cost efficiency.
  • Because potential customers respond to DRTV campaigns through a phone number or website, DRTV media buying gives marketers and retail buyers the ability to monitor and report the success of TV campaigns in real-time.
  • Brand Direct Response agencies also provide their clients with the traditional media plan metrics they are accustomed to, including GRP’s, impressions, CPM’s, Cost Per Point and Rating Points.
  • Direct Response TV’s low cost, flexibility, and focus on ROI maximizes media buying results.

10 TIPS ABOUT DRTV FOR EFFECTIVE MEDIA BUYING

  • 1. Cut advertising costs by including DRTV in your media buying strategy.
  • 2. To ensure high quality and customer response, hire a professional production team to produce your DRTV commercial.
  • 3. Track your ROI so that you can adjust your media buying for the best results.
  • 4. Make sure your admissions teams and or telemarketers understand the product and are always polite toward callers.
  • 5. Include a deal in your DRTV offer so that it is more appealing to your viewers.
  • 6. Tell a story in your DRTV commercial to show how it could improve your target audience’s life.
  • 7. Repetition of contact information is key in direct response television.
  • 8. Include both an 800 number and a website for the customer to order or obtain more information about your product or service.
  • 9. Make sure you understand who your target audience is so you can effectively target your DRTV media buy
  • 10. Work with a DRTV media buying firm that knows how to optimize media buys, in

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