As streaming technologies improve, and broadband distribution grows, direct response online video or DROV becomes an increasing opportunity for savvy marketers to find new customers. Of course, as always, it comes down to cost per acquisition or cost per order, so it is essential to pay
direct response rates that are well below branding rates. Often, pre-roll CPMs are too high to support a direct response online video campaign, just as general broadcast TV rates are too high to bring in your orders within a reasonable allowable.
When considering a DROV campaign make sure you work with an experienced direct response media buyer who understands the metrics of DR. Remember, impressions may help your overall branding campaign, but direct response is measured in cost per order.
On the creative side, DROV is not DRTV! Internet viewers, shoppers and browsers have short attention spans. A drive to your web site is the goal here, so creative strategy may be different than a TV infomercial campaign.
Remember, direct response consumer selling equals low cost per order. Smart marketers are looking for new ways to drive sales and lower cost per acquisition.
Internet video ads or pre roll ads of 10 to 20 seconds increase viewer response and involvement. Demand and supply for this new direct response interactive media is exploding because
click through rates score five time as high as banners.
Mobile devices and podcasts are changing human behavior once again, and we are receiving content through our telephones as well as laptops and broadcast television sets. New opportunities have opened to reach younger, more targeted direct response buyers using all of the sophisticated targeting that keywords and modern ad serving techniques provide. Stay tuned to this blog to learn more about: podcasting, Internet TV, preroll, midroll and other Internet video formats. The Internet has the power and reach to lower customer acquisition rates and effectively find new groups of direct response and infomercial buyers.
I hope some of you keep returning for these infomercial blogs because I will continue to reveal the
secrets to infomercial profits. I’m often asked about the infomercial rate of success. The answer to this simple question is easy.
Direct marketing is a science. You test, gather data and test again. Infomercial success therefore depends on patience, determination and infomercial and DRTV marketing research.
At InfoWorx, we conduct pre-production research to test messaging, DRTV offers, and infomercial strategies. After an initial affordable media test, we listen to telemarketing call flow, non buyer disposition reports, and media performance by time slot, network, and region. Then we revise as necessary and test again. That’s the science of DRTV.
Well if short form
DRTV media is bought on a preemtible, standby basis….what about long format infomercial media and airtime? Now this is where it gets confusing. And if your direct response television marketing campaign will succeed…your media buyer Will be connected to most cable networks, many broadcast stations, and all of the brokers holding long form
infomercial media time. I told you it was confusing.
Each month most cable networks dispatch paid programming packages to their best customers…and they keep some of it, too! Some of the media goes to the same brokers month after month and year after year. Top slots, top shows…and for those time slots you pay top money. The skill comes with knowing value, knowing your product’s audience, and knowing the best times to run at the least cost per acquisition.
Make sure your media buyer is smart.
First of all, remember this: your media buyer must be a bulldog! Now, the direct response television marketplace is pretty complicated and requires some tough negotiation,
media buying power, and lots of nationwide and
syndicated media placement experience.
Let’s start with short form media buying basics. Like broadcast media, nationwide cable media is sold to general advertisers for branding purposes on a CPM or ratings basis. We buy DRTV media strictly based on response and cost per order or cost per acquistion, if you will. The lower the rate, the lower the CPO! The stations want the highest rate they can get for their unsold, remnant, preemtible media and airtime. Thus, your media buyer must be a bulldog!
DRTV AND INFOMERCIALS 