DRTV Media Buying Agency Predicts a Profitable 2012 for DRTV Industry
Despite ongoing concerns about the US economy in 2012, spending for direct marketing advertising will continue to grow. According to a forecast, published by Direct Marketing Association, spending for direct marketing ads in media like direct mail, catalogs, television, telephone marketing, Internet marketing, and social networking reached around $163 billion in 2011, up 5.6% from the $154 billion in 2010. And spending will grow again increasing 3.5% from 2011 outpacing the US economy as a whole in 2012.
“There are still many corporate advertisers that are not placing as many ads on TV which leaves a nice void for the direct response marketer to come in and buy cost effective media.”, said Scott Kowalchek, of DirectAvenue, a firm that specializes in the expert planning, placement, analysis and management of short-form Direct Response (DR) and Branded Direct Response television advertising. “The ROI our clients are getting allows us to build up their campaigns and buy more inventory. We can spend more on more TV media properties, which makes us very confident about 2012. ”
As greater numbers of television audiences now sit in front of the TV with multiple devices at the same time, surfing the Internet and texting, consumers are carrying out their research and communicating online while they’re watching your spot on TV. This creates an environment where media messages move quickly and integrated direct marketers must be prepared to accommodate further fragmentation to their traditional response channels. DRTV marketers thrive on data, analytics, and constant media testing so online has been a natural fit for them, and now social media is finding its place in the mix. The challenge for the DRTV marketer is to figure out how to convert social media discussions into sales and then utilizing other media to increase the volume of discussion.
There have been moves among DRTV agencies and clients this past year to integrate both offline and online media functions. This strategy makes sense when you consider the depth of message delivered in a :30 to five minute spot. DRTV also drives significant interest from consumers who then continue their research online. The trend over the last 8 years has been a shift of orders and leads generated via the web rather than the traditional 800 number.