DRTV: Long-Form, Short-Form Dilemma
Dec 23, 2015
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DRTV: The Long-Form, Short Form Dilemma


When it comes to DRTV campaigns, many if not most brands wonder what offers the best return on investment – infomercial or short-form? The answer is a combination of both. Since each has its particular purpose and advantages, long-form and short-form work optimally when integrated as an overall DRTV campaign strategy.

Many companies will scream that short-form typically doesn’t generate the kind of returns seen by infomercials. True enough. But that’s often not the objective of the shorter pieces (some of which whiz past in a snappy 30 seconds.) In most DRTV campaigns, short-form commercials are dropped into the mix to support the messaging of infomercials.

Typically, marketers cut different sections out of an infomercial, converting these into 30, 60, 90, or 120 second spots. As supporting pieces, they are tremendously effective audience reminders and product reinforcers. By maintaining an ongoing connection between product and consumer, short form commercials can contribute significantly to healthy sales figures, as well as brand recognition.

One major advantage infomercials have over short-form is predictability. Typically, long-form DRTV slots are set in stone for every upcoming quarter. On the other hand, stations pick the time when short-form pieces are run, creating a certain amount of randomness in the schedule.

Would you like to learn more about long-form and short-form DRTV, or about any other DRTV topic? Reach out to IDR for additional information and answers to all your questions. You’ll discover why we’re Orange County’s premier producer of TV commercials, infomercials, and online videos for every kind of business and brand.


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