The detailed data analytics solution offered by Direct Response Media will change the very landscape of TV advertising and force innovation across this medium.
Marketing agencies use different data analytics solutions to measure the outcome of their advertising. However, the quality of these solutions varies dramatically between each advertising agency.
Since the margin on TV advertising is low, marketing agencies usually avoid investing too much of their time and money in new software which is not paid for separately by their clients. Additionally, it is very difficult to come up with a universal solution, especially for global marketing agencies, because the complexity and nature of each market differs widely across the globe.
Some marketing agencies are of the opinion that the current client base does not warrant additional investment in direct response attribution to TV advertising. However, such an assumption might cost them dearly in the long run, as the ratio of the need for e-commerce response grows largely in proportion to that of traditional advertising. Another point of concern is that way that marketing agencies handle television advertising investments. Most adhere to the age old practice of network and share deals. However, effective optimisation requires much more than that; it involves dynamic changes to marketing strategies and constant optimisation to channels, networks, territories, time of the day, weekday, spots and airtime schedules.
On the other hand, there are networks and broadcasters who function within the bounds of share deals. Even these systems pose a challenge, as the demand for e-commerce response grows amongst their clients. These providers have a system that relies on demographics, while DRTV advertisers want all media placement decisions to be based on performance. Therefore, a frequent change in schedules puts pressure on their workforce and systems. However, the growing demand for DRTV advertising will compel them to change the way that they operate within the TV advertising ecosystem.
If you're open to discovering the secrets of DRTV from a leading Melbourne advertising agency and learning how to drastically improve your television advertising performance to boost your ROI, please download our FREE e-book now.