Ad blockers, Cookies and Privacy Issues Send People to DRTV Once Again
D2C and Ecomm marketers have enjoyed a robust several years of advertising products and services. Advertisers utilize many different outlets to run their ads. Today, they are facing major issues due to ad blocking software, impending elimination of cookies for tracking and opt-outs from IOS, and other privacy concerns. Advertisers are paying for audiences and more and more these things prevent ads from ever being seen. Thus, the ads never reach their full intended audience. And the audience that receives the ads is becoming more and more expensive to reach.
For the past year plus, direct to consumer advertisers are paying more for less ads being seen. This has a negative impact on ROI for marketers.
To make matters worse, there are many more restrictions on digital ads oftentimes than there are on linear media. Certain categories are restricted, the use of before and after photos can be an issue and the bots who shut down ads with no notice and oftentimes with no rationale can make the digital experience more and more of a challenge.
So, what is a marketer to do? Believe it or not, DRTV is becoming a much more viable option. TV ads cannot be blocked, there are no privacy issues and there is confirmation of ad delivery through the networks. The reach is larger and broader and while attribution remains a thorny issue, there is a halo effect from TV to landing pages as well as Amazon, so it lifts all boats on other platforms.
With multiple DRTV lengths to choose from: 28:30, 5 minutes, two minutes, one minute and even shorter lengths, a marketer can tell their story to a wide audience and drive sales and leads through phone calls, web site and even to Amazon.
With all the problems advertisers are facing in the digital landscape, DRTV can and should become a key part of the advertising mix. And with less expensive first quarter media rates coming soon, now is the time to plan.