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Direct Response TV

Direct Response Television advertising

There is a fair chance most Australians have heard of the George Foreman Grill, the Nutribullet and Proactiv – and the reason is Direct Response TV advertising.

Direct Response TV (DRTV) campaigns help launch brands and products for a wide niches. DRTV is a type of television-based advertising that encourages viewers/consumers take immediate action. This action can be a phone call, visit a website or in some other way make a purchase, vote, register, schedule an appointment, request additional information or take another desired action.

Often, DRTV or infomercial advertising is a component of a much larger, integrated, multichannel campaign that brings together a customised and, ideally, effective mix of advertising vehicles that will deliver the best results for a particular brand, product and/or service.

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What is DRTV?

Direct Response Television, also known as DRTV, is a type of television-based advertising that encourages viewers/consumers take immediate action. This action can be a phone call, visit a website or in some other way make a purchase, vote, resister, schedule an appointment, request additional information or take another desired action. Often, DRTV or infomercial advertising is a component of a much larger, integrated, multichannel campaign that brings together a customised and, ideally, effective mix of advertising vehicles that will deliver the best results for a particular brand, product and/or service. 

Unlike traditional TV commercials that are made to expose the audience to a product or service, DRTV commercials are made to invite the audience to take action right away (hence the name).

"To access this amazing offer, call the number on your screen now".

Direct Response TV campaigns are incredibly dynamic and nimble, as media buys can be easily optimised based on actual insights into Cost Per Response or Cost Per Leads metrics. This is the primary reason why this format of advertising is so attractive and increasing in-demand by marketers who demand an ROI. 

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‘I’m so proud of the team. We’ve created an environment & culture that’s filled with passionate people, who love our clients and helping achieve a greater level of success’

Jonathan Rolley - CEO, DRM

Most common formats

Direct response television campaigns come in two different formats: Short-form and long-form. The most common DRTV formats are called short form, which are 30-second, 60-second, 90 second or even 120-second spots. These short form formats give the audience plenty of information about a product and invite them to respond. There is also long-form formats, where campaigns can include up to half-hour paid programming episodes that give the audience great detail into the product or service, mention all the specific benefits, give you before and after examples and usually include testimonials of the product. Most DRTV advertising commercials include an offer for the consumers to buy the product or service or contact the company for more information.

If you are looking for a Melbourne media agency that can turn your next brand campaign into measurable DRTV campaign that delivers quality leads, give us a call today.
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