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Article: Television has gone digital ... why haven't we?(Guest Opinion)
- Article from:
- Response
- Article date:
- October 1, 2009
- Author:
CopyrightCOPYRIGHT 2009 Questex Media Group, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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DRTV is all about the numbers. The direct response industry has numbers to track the quality and performance of just about every element of their campaigns. In this alphabet soup, whether it's CPM, CPP, GRP or CPS, the goal is to maximize the one thing that really matters--ROI.
Advanced tracking technology enables the industry to report, summarize and analyze each of the important metrics of a campaign quickly and efficiently. To optimize these campaigns in "real-time," the industry produces and distributes tens of millions of unique messages in long- and short-form commercials to broadcast stations and networks across the continent.
But while the DR ...