Chicago, IL (PRWEB) March 12, 2013
Longer television advertising spots that enable marketers to tell a story, motivating viewers to respond via 800 number calls, web site clicks or store visits, are becoming increasingly important marketing channels for businesses nationwide. A. Eicoff & Company, the leader in direct response TV (DRTV) advertising, has experienced this trend firsthand, growing its business 20 percent year-over-year in 2012. This growth is in part a result of the increase in overall industry spending and usage of two-minute and direct response commercials. Overall spending on :120 commercial spots has increased 117 percent from $638 million in 2007 to $1.39 billion in 2012 according to Kantar Media. During that same time period, spend on direct response TV (DRTV) ads increased by 99 percent.
“Longer, direct response commercials enable advertisers to tell a story, increase brand recognition and most importantly, prompt target audiences to act,” said Bill McCabe, president and CEO of A. Eicoff & Company. “DRTV ads also better serve the Internet age, as they can draw viewers online to further engage. The Super Bowl is a great example, where we’re seeing more one and two minute spots containing direct response vehicles – like a URL or phone number - that let consumers strike up a conversation and really connect with the brand. As the largest DRTV ad agency and buyer of two-minute spots nationwide, we have experienced these trends firsthand and are poised to help even more clients make the transition as DRTV advertising best practices become the industry norm.”
Orders from TV Advertising on the Rise
A. Eicoff at the Forefront of DRTV Trend and Industry Growth
An ongoing focus on data, customer centricity and accountability has enabled A. Eicoff & Company to thrive in a changing market. Advertising industry trends, combined with Eicoff’s ability to recognize the importance of accountability in television, have led to the agency’s growth and ability to deliver results. In 2012, Eicoff business milestones included:
To download the infographic related to today’s news, please go to http://www.eicoff.com/drtv-news/drtv-blog.
Click to Tweet: @Eicoff – New report: Research shows advertising industry shifts to longer length, direct response spots; A. Eicoff at forefront of the trend. Click to tweet: http://clicktotweet.com/a3R8j
About Experian Marketing Services
Experian Marketing Services is a global provider of integrated consumer insight, targeting and interactive marketing. We help brands from around the world intelligently interact with today’s dynamic, empowered and hyper-connected consumers. By coordinating seamless interactions across all marketing channels, we enable marketers to plan and execute superior brand experiences that deepen customer loyalty, strengthen brand advocacy and maximize profits. We call it Marketing Forward. For more information, please visit http://www.experian.com/marketingservices.
About A. Eicoff & Company
Eicoff is the largest direct response television (DRTV) agency in the country. The company was founded in 1959 by Alvin Eicoff, who understood that television had the ability to function as a store and that media rates were a negotiable commodity. The phrase “or your money back” was coined by Alvin, and the 800 number came into being, in part, because of his vision and direction for the television advertising industry. In 1982, A. Eicoff & Company became a division of Ogilvy & Mather. For more information, visit http://www.eicoff.com.