Building DTC brands using DRTV

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How can consumer brands sucessfully sell products and build DTC databases through long-format television commercials (DRTV)?

Brent Green | Generational Marketing | Speaker
81 months ago

1 answer

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Sure, I've run several large and successful DR TV campaigns, in gaming, travel and finance...
Depending on your CPA and LTV, DR TV should start with 30-second spots and low <$5 CPM TV media buys, as that tends to be the most effective range to work thru media and creative. Great spots can be created that communicate Brand while also having strong DR elements, like persistent URL, logo and Call to Action. Great example are current NerdWallet TV campaigns.
I always work with a good DR TV agency on this, tracking all TV spots to by-the-minute online traffic spikes, measuring lift over baseline impact on visits and conversions, to track results and ROAS to optimize the campaigns. Will also track the halo impact on other paid/organic channels, and run brand surveys thru 3rd party. Coorelating the direct results, halo impact, and brand surveys normally paints a good picture of the results on DR and Brand.
Once I have a strong signal on media/results for the 30-second spots, I test shorter 15 and longer 60 separately, and measure similar metrics, typically finding 15 better than 60. I haven't tested >60 second spots, but would be interested to hear from others on that.
Hope that helps :)
Pete Harrison
petercharrison@yahoo.com

Peter Harrison
81 months ago
You definitely know your stuff. Thanks! - Brent 81 months ago

Have some input?