Direct Response Advertising
Precise Targeting based on segmentation profiles. This provides the ability to measure the efficiency of a media plan and move beyond typical age and demo.
Traditional media approach reconciles to a Nielsen CPM against gender and age: Male 35-59
Targeted ratings would both plan and reconcile to a CPM against a custom profile (Males 35+, married, homeowner, $100K HHI, college graduate)
Data Centric with Transparency: Test, Learn and Optimize Daily
Custom profile is built using your purchase history
Media Buying is performance based. Buyers are on 100% commission. This incentives media buyers to align with your KPIs (CPL, CPA, TRPs, CPMs, GRPs). End result is lower spot costs, consistent clearance, better placements and value adds like No Charge media.
So many companies are leveraging direct response TV advertising for a variety of reasons. The ability to save 40 to 60% off upfront media buys for the same airings is one big driver. The ability to create brand response ads that drive consumer engagement and acquisition at a fraction of the cost of brand campaigns and digital advertising is another. For Acquisition Marketers, the desire to measure Web Attribution has been critical in proving to Digital Marketers that TV is the largest, most cost effective driver of leads. The ability to drill down further on Offline Media Attribution is unique to our direct response campaigns.
Web Response Attribution is Critical for Reliable Data
Airings on different
networks may have
similar media costs
We identify the impressions
delivered by each airing in each respondent's local DMA
Revealing each airing's true proportion of local veiwership
Data alone will not lead a campaign to success. Great creative that leverages the 5 Components of DRTV is a must. At 212 Degrees Fahrenheit, we created this concept and use it in every spot. It's one of the leading reasons our campaigns succeed where others fail.
Curious about how your company can use DRTV to lower acquisition costs and increase conversions?Seeking a proposal for your marketing initiative? Contact us. We would be pleased to speak with you. No obligation. Really. Let us answer your creative and media buy questions.