Media Buying Experts

What other media buying options do firms have?

Feb 22

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What other media buying options do firms have besides traditional spots? 
 
Many direct response TV media buying experts are running their commercials on their Web sites and including an 800 number. This is a good way for someone with a limited budget to advertise.
 
What role will the Internet play in shaping the future of DRTV? 
 
Currently, anywhere between 15 percent to 50 percent of the direct response TV purchases are coming from the Internet. Half the people watching TV are simultaneously online, and more than half of the online audience now has access to high-speed Internet connections. This has fueled the growth of DRTV sales on the Internet. It also has allowed for streaming video of TV commercials on the Web. This has helped to reinforce the direct response TV message online, which has translated into more online business for DRTV media buyers. 
 
What coming trends do you foresee in direct response TV? 
 
I expect video on demand (VOD) to become a big growth area for direct response TV marketers. This will allow consumers interested in finding out more about a particular product or service to view a longer format commercial, somewhere between a short- and infomercial DRTV spot length. Comcast and others are aggressively moving forward with VOD programs.
 
Due to the fragmentation of the viewing audience, I expect to see the industry start to air commercials in new mediums such as cell phones, iPods, gaming devices, etc., to more efficiently reach various segments of the population.

Peter Koeppel is Founder and President of Koeppel Direct