The Art & Delivery of Direct Response TV Advertising
By Theresa Weed
Director of Sales, Advertising
Direct response (DR) marketing is all about fast-tracking consumer engagement, and that means packaging your value proposition with an immediate call-to-action (CTA). Being a regular sponsor of the PDMI’s events during the past several years has enabled Yangaroo and our expert DR team to demonstrate our focused DR services onsite to a niche industry that has typically had little choice in ad distribution suppliers until now. From customization to short- and long-form delivery, Yangaroo has become a one-stop-shop for DR clients looking for a single solution to all their versioning and delivery needs.
Many of our clients’ direct marketing campaigns require Yangaroo to first customize short-form and long-form content by adding in unique 800 numbers, URLs, voiceovers, calls-to-action, or captioning to a base master. Our knowledgeable in-house video team provides a quick turnaround, getting each spot versioned and approved before sending the media to broadcasters via our connected platform. Yangaroo’s Customized Bundle pricing makes this process even more straightforward by including customization and delivery to each station for one discounted rate.
Let’s talk about those 30-minute infomercials. It wasn’t so long ago when it was nearly impossible to send anything longer than a two-minute spot electronically. Either TV stations weren’t set up to receive long-form content digitally into their short-form workflow, or physical tapes had to be made and shipped to broadcasters via FedEx or UPS, which was time-consuming and expensive.
Happily, that has changed and — as more broadcasters updated their processes and came online for receiving long-form — we were right on board. We significantly expanded our network to easily include sending 15-minute, 30-minute, or 60-minute content directly into broadcast traffic operation centers — no tapes necessary!
We have been able to witness, first-hand, the fantastic success of so many of our direct response clients and, in 2017, Yangaroo began working with a small, relatively unknown company that wanted to test its new skin product in a few U.S. markets. In just three short years, that product is now arguably one of the largest, well-known, successful DR brands that has exploded into nearly every market in the United States and Canada.
Today, they — along with many other DR clients — continue to produce both short-form and long-form advertising content to expand their reach while bringing innovative products to the consumer. Yangaroo is proud to be a part of that journey and continues to watch how DR advertising aids in their consistent growth.
Theresa Weed is director of sales, advertising for Yangaroo. She can be reached at (917) 913-8684 or via email at firstname.lastname@example.org.