Response Magazine - January 2013

advertisers can run in, albeit on a run-of-schedule basis. Since more viewers are using the search screens they can navigate with their remote controls, long-form programming can now be listed, along with other offerings — and frequently it is.

Lee: DVR/on-demand/OTT will affect
branded marketers more than short-form
DR and infomercial companies. Most
DRTV airtime is not showing in prime
time when most DVRs are working. The
on-demand marketplace will open up new
sources of media eyeballs for the DRTV
marketer if priced correctly as part of a
marketing plan.

We have heard for years just how these things are going to challenge DRTV media buyers. Let’s turn that question on its head: what opportunities do this new era of content consumption offer DRTV marketers? Leon: We have to utilize DR as a teaser in the engagement of a consumer — use DR to generate a lead or interest and direct them online for more information, greater discounts, special offers and incentives, more testimonials. All communication or messaging should direct consumers to engage in chatter, blogging and championing a product or service.

Lyons: What the past has shown is that
new technologies present new oppor-
tunities. Through the technological in-
novation that has occurred, the DRTV
business has grown by leaps and bounds!
Clearly, there are lots of unanswered ques-
tions that only time will answer, but my
money is on DRTV remaining a powerful
and successful sales tool.

Peabody: Emerging trends relative to consumption of media vary by target demo so it is important for DRTV advertisers to know their customers and how to reach them. Targeted advertising through ad-dressable TV, VOD, second-screen generation, augmented television, etc., are sexy integration opportunities for DRTV advertisers. However a silo marketing approach would be counterproductive.