There’s no denying it — DRTV holds a special appeal for marketers. But what is it about the medium that wins us over, time and time again? IDR Productions gave the matter some serious thought, and came up with the following four reasons:

Measurability

How do you gauge the impact of a conventional TV commercial? In most cases, by waiting and waiting for a beastly length of time. And while time is draining, your efforts could be way off target. DRTV, on the other hand, delivers metrics with blazing speed. DRTV marketers, therefore, have a reliable means of tracking progress from the first contact to purchase … and beyond.

Spontaneity

Quick results allow for quick reflexes. If a DRTV spot stumbles out of the starting gate, marketers will know in short order. And they can jump right in and fine-tune. Rapid response, of course, minimizes waste and maximizes ROI. But expect the pace to quicken as programmatic TV puts results on an even faster track. Blink, and you’ll miss them.

Drivability

DRTV often provides the big push needed to drive viewers to target destinations — websites, social media, or retail outlets. How hard is the push? Direct Marketing News reports that as much as 70% of DRTV viewers subsequently head to a brand’s website for additional product info.

Adaptability

The beauty of DRTV is that it easily re-sizes to fit any marketing situation. Spots can run at a peppy 30, 60, or 120 seconds or stretch all the way to a full-blown 20-minute plus infomercial.

Do you have questions or thoughts about DRTV? Please leave us your comments.

And for the best in Orange County video production, be sure to reach out to IDR. From DRTV campaigns to online videos, our services will build your brand across a variety of channels. Contact IDR for your free consultation.