DRTV

Comcast announces a technology advancement that allows for more dynamic ad placement in their on demand offerings. These shorter duration buys could prove to be a new testing platform for direct response advertisers.

Seems odd to say, but a strong upfront is not necessarily a bad omen for Direct Response TV (DRTV) advertisers.

For the life of me, I can’t understand how Direct Response (DR) continues to be such a mystery to most marketers. I see it as the most accountable and transparent means to market products and services.

Agile development matches the mindset of Direct Response Agencies, producing predictable results quickly and providing a rapid feedback mechanism.

If you’re an entrepreneur building a direct response company, you hear all sorts of talk and claims about the importance of “strategic media”. However, the strongest advocate for your success will focus on the far more critical questions that you must address first.

I found myself making this statement recently to the head of analytics for one of our clients. They were surprised by this statement. It goes against what many have been told or led to believe about broadcast advertising, and radio in particular. But in reality… Frequency actually hurts response!

Have you ever stopped short of advertising on TV because of the high cost of testing on that platform? It doesn’t have to be that way. Here’s how.