Media Buying for DRTV

There are several steps to a successful DRTV campaign. One of the most important steps is media buying. DRTV media buying refers to the strategic planning, negotiation and buying of television time. Once the buy is placed and the media airs all the results are traceable and can be optimized in real-time. Every airing is tracked by networks and daypart and is evaluated on a cost per leads/order basis. If results are found to vary from the client’s campaign goals, revisions to the schedule can be made mid-stream. A media buyer will be able to revise the schedule based upon 1^st week results to bring the CPL/CPO to the goal level.

Direct Response media costs about 60% less than traditional advertising and is a great benefit for small time entrepreneurial companies as well as fortune 100s. The cost for each airing vary in price depending on the market it will air in (local cable), if it will be a national airing, or if it is a national/local split (where the commercial will run nationally, but will be covered up in some of the larger markets). The daypart also impacts the cost since prices will be higher for prime time airings (7p-8p) due to a higher viewership, than overnight (2a-5a). Costs also greatly vary between long form and short form placements.

Taking the costs into account, a media buyer’s goal is to provide a media schedule that maximizes the amount of people who see or hear the advertisement within the target market. Experienced media buyers are able to achieve these goals by maintaining relationships with the networks and negotiating with them for advantageous time slots and additional bonus placements

Find out more about media buying for DRTV.