With a major increase in competition from platforms like Netflix, Amazon and YouTube, the landscape of traditional TV is in the midst of significant change. With more and more consumers choosing scaled down cable TV bundles or cutting the cord altogether, linear TV advertising has taken a back seat in the direct response marketing conversation. But should it?
Even amid such disruption, linear TV remains the largest single advertising medium, capable of building massive scale for leading products and services. Performance-based marketers, like Diray Media, are still intensely focused on traditional TV ad placement as it will likely continue to grow during the next several years.
That said, we are also deeply focused on integrating additional strategies that take future trends into account. New technologies, like programmatic and addressable TV, as well as multi-screen strategies where impressions are spread out across traditional TV, online streaming platforms and social media, are all critical to a successful direct response marketing effort.
Above all else, the most effective marketing delivery channels are powered by real-time targeting and measurement.
As a longtime expert in TV advertising, Diray has included addressable TV as a bridge between online and TV advertising for our clients. The data we uncover from addressable TV campaigns enables us to model household data to further improve reach for our clients on traditional linear TV buys.
Diray Media targets the most precise audiences, utilizing a cross-channel approach, in order to achieve a successful omnichannel campaign result. These integrated campaigns provide an opportunity for linear TV, search, display, programmatic TV, as well as social media influencer campaigns, to align and inform each other so that each impression is smarter than the last. Our operation team will then tie all the data together through attribution to optimize around effective touchpoints in order to drive sales.
With 30 years of success in evolving direct response methods, Diray has successfully adapted to a changing media landscape by bringing in experienced individuals and creating an in-house digital team. With a combination of human experience and artificial intelligence, we are building direct response marketing strategies that drive ROI for our clients across traditional and nontraditional media platforms. And for now, that still includes linear TV.
For more information on how Diray can help you make the most of your marketing mix, 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.