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DRTV Media Buyer

pkoeppel | 22 January, 2007 12:38

It's important to work with an experienced DRTV media buyer when launching a DRTV campaign. A knowledgeable DRTV media buyer knows the best stations and networks to buy if you are targeting a specific audience with a product in a certain category. For example, a trained DRTV media buyer knows the most eficient media vehicles that can be purchased if you are targeting females 35+ that buy facial beauty products. Hiring a DRTV media buyer with this type of knowledge and experience will end up saving you money, since they will help you purchase media at the best rates and with the highest probability of performing.

Peter Koeppel is Founder and President of Koeppel Direct

DRTV

pkoeppel | 22 January, 2007 11:12

DRTV (direct response television) is an excellent media vehicle for marketers interested in tracking the performance of their TV campaign and measuring their return on investment from the campaign. DRTV allows a marketer to measure performance on every network and station their campaign will be airing on. DRTV also provides the marketer with the opportunity to optimize the campaign by analyzing the results for each station and buying more time on the stations that are perfroming and dropping the stations that are not performing. DRTV is a medium that more and more savvy marketers are adding to their media mix.

Peter Koeppel is Founder and President of Koeppel Direct

Technorati Profile

DRTV and the Search Engines

tsziklai | 10 January, 2007 15:34

Search engines are playing an increasingly important role in DRTV marketing. A large percentage of the Web traffic generated from an infomercial passes through the aperture of a major search engine, such as Google. Most marketers don't realize that their company name, product brand names and slogans can be "pirated" by search engine optimizers and directed to competitive websites. Often these websites are owned by authorized resellers, but they can also be owned by direct competitors, including knock-off artists. I run into this problem with DRTV marketers who are totally unfamiliar with Web marketing and, in many cases, have handed their Web business over to affiliates. Because they don't optimize their corporate website properly, the search engines can't find it and they end up selling their product at a lower price to the affiliates rather than directly to consumers. My advice: talk to a search engine consultant before launching your DRTV campaign.

- Tony Sziklai

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