Saturday, June 15, 2013
Direct Response Television, Direct Response Media, Direct Response Radio – these are all forms of DR Media and they represent a remnant media buy. In the vast world of TV Media Buying, most national TV media is sold quarter by quarter to large branded advertisers in what is called the upfront buy. Negotiations for 4th quarter 2013 are underway as we publish this post. After the upfront, advertisers make what is called “scatter buys.” TV networks save some air time for advertisers to jump in and pay even higher rates than the upfront buys, which guarantee a CPM and CPP. What is left is then sent to the network DRTV departments to sell on a week to week basis based on supply and demand. So you see – all DRTV is remnant – but at what cost?
A smart media buyer knows value and seeks soft spots in the TV media markets in order to find –pardon the expression – cheap TV Media. Whether you track cost per call (CPC), cost per lead (CPL) or cost per order (CPO) – I can tell you from experience DRTV works with undervalued and unrated media for the most part. A savvy media buyer knows where to find national high profile cable media at low, low prices. For example, we are currently buying top tier cable networks for as low as $5 per spot in as many as 30 million households.
How do we do it? Well, after 38 years in the media business and 21 years in the DRTV media business – we’ve got a “secret sauce” and a vast network of relationships and insider info.
Thanks for following Ron Perlstein’s DRTV Media Blog.
Saturday, June 8, 2013
For all of you that follow Ron Perlstein’s DRTV Media blog regularly, than you know that PAY PER CALL TV AND RADIO is the new, more effective replacement for outdated pay per click strategies. The level of customer engagement is very important and many marketers have learned that a telephone call with a live agent leads to more conversions than a lead form that generates newsletter subscriptions.At our agency, we are delivery more leads, more efficiently than ever. We are specialists in remnant media buying for our clients and we have developed roll out models to minimize risk for the client and maintain their predetermined cost per lead and conversion.
As more marketers turn to pay per call strategies, more categories are working. Here are 7 top categories that all work with Pay Per Call TV and Radio.
- Health Care
- Home Remodeling
- Senior Care
- Dietary Supplements
- Tax Relief
- Business Opportunities
Back in the 20th century marketers were always looking for a sale. But now we all know that customer engagement at the broadcast level is the genesis of an integrated strategy that must include digital including social, retail (for hard goods) and print (whether conventional or digital)