Optimizing DR for radio, TV with e-verification


The world moves pretty fast. In the world of direct response (DR) advertising, it moves even faster. In fact, the faster, the better. That’s because making real-time decisions means making money. Today, the advertising world produces more than three million DR ad spots each year—an increase of roughly 20 percent since 2007, according to a NielsenWire blog post. At a pace like that, there’s no shortage of opportunities.

Given the real-time nature of DR advertising, agencies and advertisers need to know if, when and where their spots air as quickly as possible. Historically, this has been somewhat of a dilemma because media buyers had to wait weeks or months for TV and radio stations to post their ad logs.

This is, however, the digital age, and log-posting technology has gone paperless. Thanks to electronic verification—a TV industry standard that encodes spots with tracking information before they are distributed—media buyers can access the information they need instantly online. Nielsen also provides ratings and impressions with detections for branding advertisers using the DRTV model.

Combining verification with performance metrics enables DR agencies to make adjustments during a campaign that will maximize return on investment, reduce workload and save money.