Infomercial Marketing – Infomercial Media Buying + Media Buying

Choosing a good DRTV Media Buyer January 21, 2009

Finding a good DRTV media buyer is one of the most crucial steps in your marketing campaign. A great media buyer can be the difference between success and failure. When choosing a media buyer, first look for someone who fully understands what you are trying to achieve. You must be clear and focused with what you want your marketing to do for your product. As with all marketing, DRTV has many elements that need to be planned and executed prior to running your commercial. Keep in mind the media buyer is an expert in planning, negotiating and finding your target audience. Things such as call centers and inventory are necessary elements to the planning. If you know what your goals are, you can adjust how the media buyer can work with you.

Internet Marketing combined with Infomercial Marketing December 19, 2008

According to a Boston internet marketing firm, after an infomercial campaign launches on a national basis. It is very clear that consumers start using search engines to recall the product or the brand. This can be tracked by using tools that report the number of times a keyword or brand was searched within a given month.

Not every infomercial is launched with the help of a media planner and many times a company may not use an expert drtv media buyer to help them. This can end up costing a company a lot of money if not executed properly.

Yes, there are many web based sites that empower users to buy their own ad space or airtime. It’s best you work with a traditional drtv media buyer to buy the media that will help you target the right audience. Look for a infomercial company that has an integrated Internet marketing department or a dedicated partner to help tie the two mediums seamlessly.

Media buying for DRTV May 1, 2008

In every DRTV campaign, perhaps the largest ongoing expense is media buying. It is therefore very important to have the right media buying agency working for you. Media buyers advise clients as to which “daypart” should be used to best advertise a product or service. This depends on various factors like the nature of the product, the demographics of the potential target audience, regional and seasonal demand, cost of daypart, price of the product and etc. The media buyer negotiates rates with the networks, checks for package deals, and manages all the key aspects of the campaign.

Buyers try to make sure that the advertisements are seen and heard by the highest possible number of consumers within the target audience at the lowest possible cost to the client. The demographics of different networks vary significantly, so it is very important to target the right channels to reach a specific target audience. A good media buyer usually has a good understanding of this factor and can help narrow down the choice of channels for a particular product. In case a campaign does not work well in a particular channel or in particular dayparts, changes can be made mid-stream by the buyer.

Creating a great DRTV advertisement is only part of the job, but buying the right media is just as important for success.

Direct Response media buying September 11, 2007

Direct response television is used to encourage customers to respond directly to the advertiser. 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. A good media buying agency helps determine the advantages and disadvantages of various television channels for your products or services.

The cost of media buying depends on factors like whether it is cable or local broadcast stations, time slot for the target audience, frequency of broadcast, whether it is long form or short, etc. Most good media buyers can strike a very good deal with channels for advantageous time slots.

Buying media is usually the biggest expense in a DRTV campaign, so it is very important to have an expert media buyer. With reasonable terms and fees, a media buyer can make life a lot easier and less complicated by taking the nitty-gritty of number crunching off your back. The right buyer will aim for your infomercial to be viewed by the highest number of target audience at the lowest possible cost.

Direct response television August 20, 2007

Direct Response Television is an excellent vehicle for marketers to utilize when selling product and services directly to consumers. Both companies from Fortune 1000 as well as entrepreneurs have found DRTV to be very effective. Direct TV is made up of short ads, which generally last 60 to 120 seconds, and long form DRTV, often called infomercials. DRTV works best for products that appeal to a broad audience and are highly demonstrable.

One of the keys to a successful DRTV campaign is a media buyer. This media buyer will have the knowledge and ability to buy the best stations and time periods, at the right price to make your DRTV campaign as successful as possible. The U.S. has approximately 2,000 TV stations and hundreds of cable and satellite networks. A knowledgeable infomercial media buyer will guide you in choosing the best station that will attract the target audience, for your product or service. These media buyers will help you maximize your profits with your DRTV campaign.

Media Buying for DRTV July 16, 2007

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.

Infomercial Media Buyer July 2, 2007

It helps to use a DRTV Media Buyer when purchasing media for your Direct Response Television Marketing

Media buying is strategic planning, negotiation and buying of:

• Print Media
• Television
• Radio

The price of media buying varies considerably. Factors to consider include:

• Short or long-form
• Cable network or local broadcast station
• Rating and size of audience delivered
• Package deals
• Seasonal influences on available media inventory
• Time slot for your target audience
• Trends in a market

For more information or find details on “what is an infomercial” we found a great site on: Infomercial Marketing

DRTV for travel resorts June 28, 2007

Although DRTV has mostly been used for household, health and beauty, and utility products, more and more uncommon entrants are making their presence felt in the DRTV scene now. Holiday resorts are a fine example of this recent phenomenon.

As direct response airtime costs up to 70 percent less than standard airtime, it is the most efficient way to reach across to travelers nation-wide. And it is possible to assess the effectiveness of a campaign early on. The results are measurable and if a particular campaign does not get the phones ringing, it can immediately be pulled down, set to another time slot or aired on a different, more relevant network. Also, now customers watch the direct response adverts, and right away can pick up the phone and make their own bookings.

DRTV Media Buying Agency June 4, 2007

If you are planning on investing in a DRTV campaign, remember that a very important part of running successful Direct Response is media buying. Media buying at its simplest is the systematic planning, negotiating and buying of television time for the airing of short form / long form infomercials. A media buyer will use historical data and research in order to put together a media plan that will most effectively and efficiently achieve your campaign goals.   

Buying media is usually the biggest expense in an advertising campaign; however with Direct Response you will be able to save up to 60% off of traditional rate card pricing. With reasonable terms and fees, a media buyer can make life a lot easier by monitoring your campaign and optimizing your media to meet your goals.  The right media buyer will aim for your infomercial to be viewed by the highest number of target audience members at the lowest possible cost.