Optimizing DRTV Performance

Optimizing DRTV campaigns is an ongoing process that requires constant observation and refinement. At Modus Direct, we prioritize achieving maximum ROI for our clients through strategic optimization of creative, daypart, and station mix.

Creative

The optimal creative rotation is determined through testing. Different messages, offers, and/or unit lengths go head-to-head to find what works the best and where. To ensure statistical validity, the universe must be large enough to get an accurate read on results and the test must run for a sufficient time. As a rule of thumb, about ten spots per creative are tested across several stations for at least 3 weeks. For stations with low spot frequency, a tiered approach may be better suited. With this approach, Modus Direct places one creative into rotation at a time. Once all messages are tested, the creative with the best results is put into rotation. It is also important to conduct tests frequently. Frequent testing will help you detect creative fatigue, shifts in consumer preference, and/or seasonality.

Dayparts

Modus Direct analyzes daypart performance over a several-week period. Trends are found based on day, hour, or the entire daypart for each station. Optimizations include reducing the rate, narrowing the days and times, or cutting the underperforming daypart altogether. DRTV campaigns typically lean into the rate-efficient dayparts due to their success. However, all dayparts can be tested if there are no outside restrictions such as call center hours or station approvals.

Stations

The optimal station mix is determined by the target audience, KPI goals, budget, and recent/historical performance. For some clients, balancing high-tier networks with cost-efficient stations maximizes brand visibility and sales, as well as client goals. In this case, Modus Direct optimizes budgets by allocating a percentage to the high-tier networks and assessing them separately from the efficient media mix. We also leverage post-purchaser surveys when available to help assess the efficacy of the high-profile networks. This is helpful as the high-tier networks typically do not perform as well from an ROI standpoint.

For other clients, the optimal station mix is determined strictly by performance. In both cases, new networks are tested frequently that have similar demographics to the current top performers to continue to add depth to the media schedule. Seasonality may also play a role in the station mix. Modus Direct adjusts rates based on quarterly changes and adds or removes stations due to opening/tightening inventory.

Conclusion

Finding the optimal mix of creative, dayparts, and stations requires attentive effort and constant testing to deliver the best results. By looking at trends in performance and actively fine-tuning rotations, Modus Direct ensures our clients achieve optimal campaign outcomes, maximizing their advertising investments.