What is TV?
Television remains the most effective way of communicating with a mass audience quickly and across multiple devices. Therefore it offers scale as well as performance – a unique combination. Not only does TV entertain, but informs, guides and generates debate.
Scale and impact: This is more visible than it ever has been with the proliferation of a connected dual-screen audience where many brand’s ‘shop fronts’ sit just as comfortably in the palm of your hand as on the high street.
A larger, responsive audience: The UK TV market is one of the most advanced and diverse in the world. It offers the opportunity to target niche audiences but also allows its advertisers to reach larger audiences than any other medium. In fact, commercial TV (all stations excluding the BBC’s) reaches a staggering 71.4% of the UK population on any given day. That number rises to 98.2% over a calendar month.
Targeting: The targeting opportunities on both linear and non-linear (video on demand, sponsorship, advertiser-funded programmes etc.) are vast. Using TV variables such as programme, day of the week, daypart, station, platform and region, it is possible to zero in on the audience that is most receptive to your brand message and the likeliest to respond.
Engagement: One of TV’s biggest and most powerful effects is its ability to change behaviour in the moment, creating immediate engagement with your brand. This micro-moment approach means you can start small to understand the impact TV can have on your business and mitigate risk, as with any of your digital channels. The scale can be realised quickly and easily.
What is DRTV?
Direct Response TV, or DRTV, is quite simply performance TV advertising. DRTV advertising generates an immediate response – such as a purchase made online, or a phone call – via a campaign that is properly measured, analysed and rapidly optimised to predetermined KPIs to truly maximise ad spend. Fundamentally, it is TV that builds businesses and brands.
As DRTV pioneers, our position as the leading TV focused customer acquisition specialist is built upon solid foundations and has led to the rapid business growth of a dynasty of client partners, some of which can be found on our Success Stories page. Our knowledge and experience, together with the most sophisticated response techniques and systems are all fuelled by real-life data and insights, actioned at speed to ensure we consistently deliver DRTV campaigns that grow your business.
What we do
The scale of the opportunity of TV is at once exciting and can be daunting to first time advertisers. But with the right approach, you can realise the reward whilst mitigating much of the risk to your business.
All Response Media is an agency that utilises media to drive your business. We realise that speculation is the driver to accumulation but our role is to use our tools, analytics and experience to essentially de-risk your TV campaigns – whether you are new to the channel or an established TV advertiser.
We also endeavour to identify the delta between targeting and pricing value. This is a key component in creating campaigns that drive efficient business performance for our clients.
Reporting and insights
Utilising your data we provide live performance updates in-campaign as well as well as full post-campaign analysis against your business KPIs. All of our clients get full access to their own secure ARMalytics® dashboard (available on web and app) which provides a clear view over campaigns including live TV analytics a top line level, and detailed attributed reporting, as well as competitor tracking for your market.
We also leverage numerous industry planning tools such as TGI, Neilsen, Techedge, Hitwise and Mosaic to generate strategic campaigns that focus on longer-term qualitative business goals, all in all creating a coherent and cohesive approach to TV planning and buying, and DRTV performance execution.