Coca-Cola is one of many big brand marketers spending more in the direct response TV space, contributing to a 19% jump in DRTV spot spending in the first quarter of 2008, per TNS. (Traditional
TV media was up 2% in that period.)
Buyers and sellers cite several reasons for the upswing, including cost, measurability, accountability and higher engagement. DRTV rates are
about half the cost of traditional spots.
Buyers also note the growing number of response platforms beyond the traditional 1-800 number call center, including Web destinations and mobile sites. Increasingly, DRTV ads are directing consumers -- particularly younger audiences -- to respond via SMS text codes. With digital technology letting consumers control their media usage, more marketers are recognizing the efficiency of direct response techniques, says Carat executive Mark Hodor.