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5 Direct Response Television (DRTV) Best Practices

By Nicole Anderson in Direct Marketing on October 3rd, 2013

As clients continue to search for the most efficient way to utilize television dollars, DRTV agencies are in high demand. However, there’s much more to a television buy than simply negotiating great rates and achieving an optimum reach and frequency.

drtv

In a previous blog post, Five Reasons DRTV Works, we talked about the effectiveness of DRTV and the impressive results it can yield. Now, we’d like to discuss how BKV approaches DRTV campaigns and best practices for you to follow.

BKV's Five DRTV Best Practices:

  1. Cast a Wide Net:
    It’s important not to get too granular with targeting. There is a fine line between effective market penetration and weeding out the entire market to obtain one qualified lead. DRTV works because media buyers are able to negotiate rates based on unsold inventory in an effort to ultimately reach the largest number of prospective leads at an efficient cost per thousand (CPM).
  2. ROI is King:
    While DRTV buys are negotiated on a CPM, the lower CPM doesn’t always mean a higher ROI.  It is not the number of “eyeballs” reached, but rather the number of “responses” that determine success in a DRTV campaign.
  3. Monitor and Optimize:
    Planning, negotiating and buying DRTV campaigns are only half the battle. It’s vital for media planners and buyers to monitor performance and optimize where they see actionable opportunities. Whether it be deleting inefficient dayparts or adding higher frequency to high-performing stations; the job is never truly over once the buy has been booked.  
  4. Utilize your Resources:
    There are many industry standard resources that all DRTV agencies utilize but some agencies are redefining themselves and taking reporting to the next level. By employing business intelligence (BI) insights; these agencies are able to provide intuitive tracking and custom reporting based on a client’s campaign objectives.
  5. Expect the Unexpected:
    Unforeseen factors can completely derail a DRTV buy. Factors such as local and national political races can lead to clearance chaos. Media planners and buyers should be experts in their respective markets and plan ahead for elements that could potentially skew campaign results.

The process of developing a DRTV campaign takes expertise and flexibility. Employing these best practices can make the process more effective and ultimately more successful. Interested in speaking with our DRTV experts who implement these best practices every day? Contact us today!