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
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
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.
Stacey: The biggest opportunities are the
increase in online buyers and how to best
attract and harvest them with DRTV.