When it comes to direct response television (DRTV) advertising, most of us have that one memorable infomercial that sticks out in our minds. On The Tonight Show with Jimmy Fallon, Jerry Seinfeld admits the only “show” he watches is the Flex Seal infomercial. When it comes to choosing between the 30-minute or the 30-second spot, Jerry prefers long-form because of the more in-depth product demonstrations.
The Benefits of Long-Form DRTV
In terms of benefits, Jerry is right. Long-form commercials, which include those that are two minutes or longer (i.e., infomercials), are often thought of as the most effective for higher-priced direct response items that require more time to educate the consumer.
The Benefits of Short-Form DRTV
There are many advantages to short-form advertising as well. Incorporating commercial spots under two minutes offers the advantages of greater control, increased flexibility, maximized ROI, and, of course, addressing shorter attention spans. For DRTV products, :30 spots work best when the product is an established brand, like Flex Seal. On a pure direct response cost per order (CPO) basis, :120 spots are typically more effective than :60 spots.
Longer short-form lengths can also overcome clutter, mood and delays in retaining information. For example, if a viewer is distracted or disturbed by a TV program, the shorter commercial spots (:10, :15) are often overlooked, while longer lengths (:30, :60, :120) are better retained.
Advancing technology offers new methods for supplementing short-form commercials. For example, viewers can be driven to the web for more information at their leisure. Further, targeted demographic strategies and data analytics help direct response marketers focus in on those individuals who are more likely to buy, whether they are watching TV, browsing the web, or using their smartphone.
With more than 30 years of short-form expertise, and long-term relationships with networks, we buy the most targeted, most effective airtime for you. With the power of TV, online, mobile and social working together, Diray’s deep knowledge and experience helps maximize online and retail sales for our clients.
For more information on how Diray can help you make the most of DRTV, contact us today.
During our 30th anniversary year, Diray will feature blogs that look at where we have been, where we are, and where we think the industry is going.