direct response television
Direct Response Television and the Second Screen
Has this ever happened to you? You’re sitting on the couch, tired, watching TV on a week night and you stumble across a pizza commercial. Then, all of a sudden, you begin having cravings for pizza.
Are you motivated enough by your craving to get up, search for a phone number, look up the menu and place an order? Don’t you wish there was an easier way just to get some pizza?
The desire to instantly fulfill a need is not limited to pizza. It could be the desire to buy the nice sweater you saw on TV, make a reservation at the restaurant that was just advertised on TV or buy that intriguing product, for 2 easy payments of $29.99, in the informercial you just saw.
Direct Response Television (DRTV) is not a new phenomenon, but with the increased adoption of the second screen, it is possible to deliver immersive direct response experiences.
What if this scenario became the new reality? You’re sitting on the couch, tired, watching TV on a week night and you stumble across a pizza commercial. Suddenly, you begin having cravings for pizza. You reach for your smart phone, pull open a DRTV app (already preloaded with the pizza place’s menu), select your pizza toppings, size and click Order. Twenty minutes later, your pizza is delivered.
The app’s benefit to the user is convenience. The app would automatically sync with the program/commercial the user is watching and display any available products to be purchased via the mobile device. The app would also store the user’s information to facilitate one click payment processing and product delivery.
The end result:
- the user is happy because he/she received the pizza
- the pizza place is happy because they made a sale
- the broadcaster and producers are happy because a new revenue stream has been created
Would this spawn a generation who perceive TV ads as beneficial rather than disruptive?
Digital Strategist
Victor Chan
Photo Credit: DaGoaty
Tags: direct response television, drtv, second screen
