New technology means that the marketing opportunities for direct response television (DRTV) are set to increase even further, an expert has claimed.

Timothy Hawthorne, chairman and executive creative director of DRTV marketing agency hawthorne direct, told DM News that such technology allows marketers to track the numbers of people interested by a particular advertisement or promotion.

“Whatever the new media, DRTV will survive, even thrive, in an ad world that is now demanding accountability and ROI,” he said.

Traditional DRTV involves home shopping, but even this is drawing on the internet and SMS methods to improve marketability.

Newer methods include video on demand and recorders such as TiVo which can store “chapters” related to products for consumers to browse.

As technologies expand, internet videos and even mobile phones will be able to benefit marketers.

However, Mr Hawthorne said that this medium, which requires shorter ads, will demand new strategies: “Learning the craft of how to elicit an immediate response from such short commercials will be a new frontier for DRTV creatives – a true challenge.”ADNFCR-8000151-ID-17913037-ADNFCR

Related Topics: General Marketing