Myths Direct Response Television

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Although arguably the best branding
medium, TV is also a significant
traffic source.
With major brand advertisers like
a Yahoo homepage buy versus an ad
Ford, Apple, and Johnson & Johnson
network buy: both have their role in the
accounting for a majority of the multi-
digital marketing ecosystem, but each
billion dollar TV advertising market,
has a very different purpose.
it is easy to perceive TV as primarily
useful for raising brand awareness.
However, even major brand advertisers
recognize TV’s immense potential as
a response driver, as indicated by the
growing inclusion of brand URLs and
hashtags in branding spots.
Although direct response television
(DRTV) advertisers pay much less
than brand advertisers, they enjoy
the same brand equity built by TV.
TV advertisers appear credible by
virtue of receiving strong TV network
endorsement, so consumers are more
Not surprisingly, many online
comfortable transacting on a website
advertisers have turned to TV as a
advertised on TV. As reported by
source of qualified traffic. TV is an
Nielsen, 29% of people trust ads on TV,
effective response-driver for the
a considerably higher percentage than
same reason it is a great branding
most digital advertising (which ranges
medium—it provides immense,
from 13% to 21%).
national reach. The difference between
brand advertisers and response
advertisers, however, is that response
advertisers pay much less for the
same inventory. It is the equivalent of
2 | To learn more visit www.kre8media.com
Ask us how we increased
weekly conversions for
nomorerack by 756%.
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We can attribute every website
visit or conversion.
While drive-to-web TV advertising
Our methodology has been used
doesn’t allow the granular tracking
to fuel massive growth for the
of a click or a unique phone number,
world’s largest online poker site,
Kre8 Media has developed a
PokerStars.net; the premier penny
proprietary tracking methodology that
auction website, QuiBids.com; the
identifies spikes in response above
leading daily deal site for moms,
established benchmarks following
babies and kids, zulily.com; as well
the airing of a TV commercial. When
as many others.
applied to commercial costs, it is
possible to derive cost-per-response
metrics for optimization purposes.
By restricting the observed response
set to direct brand URL navigation and
branded search, we avoid erroneously
attributing traffic generated by
trackable digital marketing channels.
It is our goal to attribute conservatively
so that accurate results are reported
and optimization decisions are based
on valid information.
3 | To learn more visit www.kre8media.com
Ask us about our
proprietary TV-Driven
eCommerce Tracking
methodology.
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We have insight into every single spot
that airs and make daily optimizations.
The DRTV marketplace is extremely
bidding for the ad space. How much
dynamic due to supply and demand,
they are willing to bid depends on their
so our buyers closely monitor rates,
unique cost-per goals.
inventory, and market trends daily
to ensure that the lowest possible
rate is being paid in the most
productive dayparts on the most
productive networks.
Creative A/B tests are also conducted
regularly to ensure the most
productive offer and messaging is in
market. A highly optimized campaign
will not only have closely managed
The inventory available to direct
media, but also frequently refined
response TV buyers is remnant
creative messaging.
media that is not purchased by brand
advertisers who are willing to pay
premium rates. As a result, networks
sell the remaining inventory at a
discount in order to maximize their
revenue. Direct response advertisers
compete for this remnant inventory by
4 | To learn more visit www.kre8media.com
Ask us how we make
granular, frequent
adjustments to deliver
aggressive cost-per goals.
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We can run a test for a lot fewer zeroes.
Whereas major brand advertisers
test campaign, which allows enough
spend a small fortune on what
time for momentum to build, trends
amounts to a 30-second Hollywood
to surface, and optimizations to be
movie, direct response advertisers can
executed.
produce polished, compelling creative
for as low as $30K.
Without fail, eCommerce clients like
zulily and nomorerack have extended
At Kre8 Media, we work with cost-
and scaled up their TV activity
conscious producers who appreciate
following their initial 4-week flight due
direct response advertisers’ need to
to better-than-expected results.
maintain efficiency throughout the
campaign process.
In addition, because direct response
TV inventory is highly discounted,
a typical direct response campaign
can be executed with very low entry
costs. At Kre8 Media, we typically
recommend a $25K per week, 4-week
5 | To learn more visit www.kre8media.com
Ask us how a $25K weekly
test budget turned into a
self-sustaining $15 million
TV advertising budget.
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Our Brand Response approach
ensures a high standard of brand equity.
Although we work with cost-
chip status by association.
conscious producers, we only work
Combined with high-quality, yet
with those that deliver polished,
affordable messaging, this placement
high-quality creative. In order to
elevates online brands from relative
derive the full branding benefit of
obscurity to cultural relevance.
TV, it is essential that the creative
communicate credibility and quality,
both of which ultimately lift response.
Unlike what some infomercials would
lead you to believe, it is not necessary
to yell and scream in order to drive
response from TV, especially if the
product or service is truly useful and
delivers value for consumers.
At Kre8 Media, our client spots air
next to the likes of Ford, Apple, and
Johnson & Johnson, projecting blue-
6 | To learn more visit www.kre8media.com
Ask us to show you the
spots for some of our
clients like zulily and
Julep.
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Depending on production time,
it could take as little as two months
to get into market.
An effective direct response TV
process is often more time
campaign requires a surprisingly
consuming. Many moving pieces
short amount of time to develop.
and divergent schedules must
From media buy execution to creative
align to deliver a final, high-quality
production, we can launch a new
commercial. That said, we work with
advertiser on TV in less than 2 months.
producers who appreciate the urgency
At Kre8 Media, we are very active in
the marketplace and have rates for
all TV networks, so we can develop a
media plan with relative ease. Once
the competitive and target research is
conducted, we will develop a strong
plan that reaches the target audience
and delivers efficient response. This
process can take as little as a week.
In terms of creative, the production
7 | To learn more visit www.kre8media.com
with which advertisers approach their
first TV test, so aggressive timelines
and frequent communication are
the norm.
Ask us how we launched
nomorerack’s DRTV
campaign in under 2
months, from soup to nuts.
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Our clients’ price points range from
“Free To Join” to tens of thousands.
At Kre8 Media, we have had success
services. For instance, at Kre8 Media,
with clients whose price points range
we conduct campaigns for clients
from free to thousands of dollars. In
with highly unique target audiences,
our experience, price point is not nearly
such as “adults over 65 with mobility
as important to a campaign’s success
issues,” “moms with kids under the
as creative quality and targeting.
age of 8”, and “adults aged 25-54 who
With the right creative execution,
own a dog.”
product price point becomes less
All of these clients have unique
relevant. Advertisers with higher price
products that appeal to specific
points often utilize alternative offers
audiences. If the audience is reached
(such as “Free Brochure” or “Free
with the right message, at the right
Consultation”) to prevent promotion
time, and in the right environment, the
of a price point that may cause sticker
audience will respond.
shock without the necessary context.
With the right targeting, advertisers
can reach audiences more likely to
purchase high-ticket items. Although
TV is known for its mass reach, DRTV
buyers are experts at optimizing
campaigns to the audience most likely
to buy an advertiser’s products or
8 | To learn more visit www.kre8media.com
Ask us how we customize
buys to deliver great
results no matter the
price point.
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Many of our clients only promote
their brand URL on TV.
While many direct response TV
Target propensity to call or visit,
advertisers promote unique phone
complexity of product or offer, and
numbers to drive calls to a call center,
back-end fulfilment systems should
more and more advertisers recognize
all be considered.
the strength of TV in driving
online response.
Fortunately, via our response
attribution methodology, Kre8 Media
With consumers becoming
can capture response regardless of
increasingly connected via
the medium used.
smartphones and tablets, it has
never been easier for them to
interact with a brand and respond to
TV advertisements.
The decision to drive to a call center
or website (or both) should be a
byproduct of the campaign goals
and audience composition. Each
response mechanism has its own set
of benefits and limitations that should
be addressed prior to any decision.
9 | To learn more visit www.kre8media.com
Ask us how our media
has driven thousands
of registrations on
zulily’s website.
Kre8 Media
The 24/7 Direct Response Agency
About Kre8 Media
Kre8 Media got started with a radical
We still feel like we have to come
approach for a London-based online
to the table with a better approach.
gaming client who was willing to take
What brought us success when we
a chance. We told them there was a
first opened our doors is what brings
better way to buy media and drive traffic
us success today. Sound strategy.
to their website. And we were right. The
Tough negotiators. Great listeners.
results of that first campaign proved
That’s the formula for our success.
that by asking tougher questions and
being more demanding we could yield
significantly better results. Soon that
You deserve transparency
At Kre8 Media, we know our
client became their category leader.
methodology is second-to-none, and
From there, Kre8 Media simply grew
why we’re happy to provide our clients
and grew. We signed new accounts,
added new talent and moved into a
bigger space. But you know what hasn’t
changed? That attitude that landed us
the first big account. We still feel like we
we have the results to prove it. That’s
with frequent reporting, analytics and
complete transparency. If your current
media agency doesn’t provide the
same, contact us now.
have to prove ourselves every day.
Call 407.629.5454 today or visit kre8media.com to learn more.
200 East New England Ave | Suite 300
Winter Park, FL 32789 | USA
p. 407.629.5454
e. [email protected]

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