DRTV planning: reboot your strategy

This article argues that direct response TV (DRTV) advertisers should consider moving more of their budgets to later – peak time – dayparts to take advantage of modern consumer TV habits.

DRTV planning: Reboot your strategy

Jane Christian MediaCom

Recent research into DRTV has shown that saturation of ad exposure during daytime slots points to diminishing returns and that expansion into peak periods, where there are relatively untapped audiences who can respond via smartphones and tablets, would prove cost-effective.

Direct Response TV (DRTV) is one of the most cost-effective communication channels when it comes to driving response in the short to medium term, second only on average to the tactical digital channels of search and affiliates (TV Response: new rules, new roles, Thinkbox, 2015). It is the strongest 'demand-generating' channel,...

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