By Peter Koeppell, Koppell Direct, published 5 December 2016

With today’s hyper-distracted consumer, marketers need a healthy media mix to spark consumer engagement. One frequently overlooked option is direct response television (DRTV) advertising, a discipline we've used with success for years.

DRTV, which consists of both commercial spot lengths and program-length advertising, gives advertisers two distinct advantages: more time to break through media clutter and remnant media rates that lower airtime costs by as much as 60% or more. DRTV can be used to drive online and retail purchase intent, revive a brand in a flagging product category, and act as an effective pull marketing tactic. But before analyzing these possibilities, let’s explore the unique characteristics of DRTV by contrasting them with traditional or “general” television advertising.

In the simplest terms, general advertisers are often looking to build awareness, whereas DRTV advertisers use a call-to-action to get consumers to take action. General advertisers buy their media in specific programs, are guaranteed to both air and for that airing to deliver a specific number of eyeballs against the advertiser’s target audience. In contrast, DRTV advertisers air in broad daypart rotations (for example, 9 a.m. to 5 p.m.)