February 23, 2020

It’s 2020 and there are multiple ways to advertise. But which is the perfect medium to acquire customers? Advertisement that engages and asks consumers to respond in the form of a click, call or purchase is responsive advertising. When TV is the medium, it is Direct Response TV Advertising, or DRTV. The goal of DRTV ads is to educate their customers on their product and their value. After the customer is hooked, they are asked to take action.

Over the past few years, we have all heard that TV as an advertising medium is a dying. With over $80B spent in 2019 and 100 million individuals across the US that don’t have internet, TV is still the perfect medium to acquire customers.

DRTV ads: the perfect medium to acquire customers

Currently, there are plenty of DRTV ads from emerging brands and well-known brands. Brands have gone from startups to multi-billion corporations because they used TV to fuel their growth along with other advertising methods. DRTV is affordable to purchase and easy to optimize and measure when compared to brand advertising. DRTV also integrates other media channels including digital, offline, mail, email, radio, print, etc. Some of the more popular brands to use television effectively include Dollar Shave Club, Geico, UNTUCKit, Peloton, Hims and Away. It works because the components of video allow viewers to connect with your message. According to Wirebuzz, viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text form.

Why use video to deliver your message?

Videos are the best way to get potential customers to connect with a human face or voice. Making a connection with your audience will help build trust and grow your brand. Video allows for authentic testimonials that will help you establish credibility. When the customer connects and trusts a brand, they are more likely to become a loyal customer.DRTV is becoming the next tactic for startups after they have maximized their efforts elsewhere. With creative messaging, frequency and the right channels, DRTV campaigns have the potential to reach and engage potential and existing customers.Carolina Macedo, the author, is Project Coordinator of Marketing Keys. As a millennial, she loves to consume video in various places.

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February 23, 2020