What is DRTV? Everything You Need to Know 

Over the years, TV advertising has become more dynamic as it continues to contend for dominance in today’s bustling marketing world. 

Even with multiple communication platforms – TV ads are still as powerful as ever, with the DRTV market anticipated to rise considerably between now and 2030.  

Speaking of which – recent research shows that the DRTV market size is predicted to almost double to £2.94 billion by 2028 – therefore proving its immense importance and potential! 

Having been in the telemarketing sector for 16+ years now, the Mango teams have worked on hundreds of different DRTV campaigns to support our clients. In this week’s blog, we chat about all things DRTV, plus the role telemarketing plays in leveraging success. 

What Does ‘DRTV’ Mean? And Why Use It? 

Direct Response Television (shortened to DRTV) is an exciting approach to advertising, where the goal isn’t just to inform viewers about a product, service or cause – but to resonate with them on a level that compels them to take immediate action.  

This call-to-action can be anything that involves an instant, direct response e.g. calling a number, visiting a website, sending an SMS message, making a purchase etc. This is usually communicated via prominent display of a freephone number, website address, text message code, QR code etc., creating a direct pathway for audience engagement. 

DRTV is an ideal form of advertising if the aim is to: 

• Drive sales (e.g. promotions) 
• Boost donations (e.g. text to donate) 
• Generate leads 
• Additionally, DRTV is good for introducing a new product/service, increasing brand awareness, and effectively measuring ROI 

Often, an organisation will collaborate with a media agency to brainstorm and finalise a creative that succeeds in spurring a reaction and meeting one of the above needs.  

Once ready to broadcast, there’s another vitally important part to consider – who’s going to answer the calls and provide an excellent first impression of your organisation? 

…And that’s where we come in! 

Where Telemarketing Comes into the Mix… 

DRTV has been a pillar of the call centre industry since the 1970s – and there’s no sign of it stopping anytime soon!  

Why? Because speaking from experience and according to research – telephone remains the UK, US and Australia’s preferred method of contact when getting in touch with businesses (88% of people in fact!). 

This is because over the phone, people receive a faster, more personal and attentive level of service. 

Plus, call volumes can be unpredictable, and it’s always better to be prepared to make sure you maximise return from DRTV efforts. With DRTV campaigns being so effective, if a creative performs particularly well, the volume of responses can be overwhelming for an inhouse call handling team to manage on their own, which runs the risk of losing valuable opportunities. 

It is a big must for organisations to have representatives available when callers reach out for service or support, and those with call centers behind them can more effectively assist those in need. An outsourced call centre helps by: 

• Undergoing detailed training to become a seamless extension of your team 
• Ensuring call volume is streamlined with a robust team ready to answer calls 
• Keeping the caller journey consistent through expert knowledge and experience  
• Optimising outcomes with expertise in caller management 
• Offering 24/7/265 services to cater to callers at a time that suits them, while supporting inhouse teams outside of office hours 
• Using cutting-edge IT and telephony solutions e.g. on hold marketing, system support, database design, IVR technology etc. 
• Reporting results and informing the organisation on performance and response in relation to the creative 

Our duty is to make sure a caller’s experience matches the client’s expectations and aligns with their values. As such, our work really does play an important role in the success of DRTV campaigns.  

DRTV: Key Takeaways 

• DRTV advertising is dynamic and impactful, combining television visuals with calls-to-action, allowing brands to engage with audiences effectively 
• The evolution of DRTV campaigns from traditional infomercials to more contemporary formats reflect the industry’s adaptability and responsiveness to changing demands 
• DRTV campaigns are known for their measurable results and broad reach, making them popular for those seeking a strong ROI 
• Call centres play a vital part in optimisation for successful DRTV campaign outcomes in terms of maximising opportunities and reporting performance 

If you’re considering going down the DRTV route – at Mango, we can provide an end-to-end, 24/7/365 call handling service to help you get the most out of your campaign efforts.  

If you’re curious – feel free to talk to Mango today!