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Direct response TV

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Opinion

It’s hard to believe it was only 20 years ago since the UK launched its fifth TV channel with a little help from the Spice Girls.

Opinion

The news that Facebook is developing an app that will let its users easily watch video from the site on their smart TVs should not come as much of a surprise.

News

NEW YORK: Advertising expenditure at this year's Super Bowl is expected to top the total spend during the whole of the 1960s, '70s and '80s, according to a new analysis by Advertising Age.

Research Paper

This article details research by Thinkbox, a body that represents TV as an advertising medium in the UK, and the media agency MediaCom into consumer responses to TV advertising, particularly investigating how communication works in the minutes, days, weeks and years post exposure.

Case Study

This case study describes how German car manufacturer Opel, used red button technology for the first time to launch its Corsa model.

Case Study

This case study describes how Foxtel, Australia's leading pay television company, reduced the price of its starter pack to kickstart growth.

Case Study

This case study shows how Plusnet, a broadband service provider, used a brand building campaign to set itself apart in a cut-throat, competitive UK market.

Case Study

This case study describes how Genesis Energy, an energy company in New Zealand, won over new customers by giving them a holiday from paying their first bill.

Case Study

This case study describes how Bord Gais Energy (BGE) successfully moved from a state sector monopoly to a private sector company in the hyper-competitive Irish energy market by using marketing and advertising as a strategic business tool.

Case Study

This case study details how GE, the US electrical industry conglomerate, used a fictional celebrity to advertise its Link connected LED light bulb.

Case Study

This case study details a campaign from DIRECTV, a US satellite TV provider, that brought to life their superiority over the competition in a funny, human articulation of a cable customer.

Article

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.

Article

This article explains how to use DRTV in customer acquisition.

Case Study

This case study describes how Arwa, the bottled water brand in UAE, created Twitter Tap to get people to re-evaluate the value of water and bring clean water to Syrian refugee camps.

Case Study

This case study shows how the Royal British Legion, a UK armed forces charity, successfully brought the First World War out of the history books and onto a digital platform.

Case Study

This case study demonstrates how AstraZeneca, the pharmaceutical company, created awareness of its diabetes treatment portfolio in the US by helping patients develop custom-fit plans to manage their illness.

Case Study

This case study describes how Avanir Pharmaceuticals in the US, created a television campaign to raise awareness of neurological condition PBA and generate leads for its drugs.

Case Study

This case study describes how domestic violence in Serbia was brought out of the shadows and into the public eye by the B92 Fund.

Article

This article argues that the direct response TV (DRTV) model is becoming obsolete and should be replaced by connected response TV (CRTV).

Case Study

This case study explains how Access Health CT launched its health insurance marketplace in America, generating sales over target despite public concern around the new healthcare legislation.

Case Study

This case study explains how Quest Diagnostics, a healthcare testing company, increased awareness and sales of its coaliac disease diagnosis product.

Case Study

This case study explains how The Salvation Army, the international Christian charity, grew the number of donors and total donations in the UK during five years of recession.

Case Study

This case study explains how insurance company Allstate used addressable TV in the US to target people renting homes and encourage them to take out insurance.

Case Study

This case study describes how Physicians Mutual, a US insurance company, embraced a more scientific media buying approach in order to reduce its cost-per-lead.

Case Study

This case study describes a campaign by UNICEF UK, the children's charity, to raise money for its Syria appeal.