Direct-response television (TV ads that have a “call to action”) aren’t new. But I did have a chance to hear about best-practices on DR-TV and they struck me as awfully similar to some of the online-video entertainment best practices.
- Immediate Appearance of Response Mechanism (start your video with a compelling clip)
- Response Mechanism Duration on Screen (if asking for views/subs, raise it at the right time)
- Quick, Visual Display of Product (again- lead with something visceral)
- Multiple Response Mechanisms (e.g., phone/URL) (like, favorite, subscribe)
- Large Font Size of Response Mechanism (hmmm)
- Strong Offer Repeated Throughout Spot (repetition of comedy)
- Voice-Over of Response Mechanism and Offer (okay this doesn’t apply)
You know what? They’ve got nothing in common. DR-TV is sleazy infomercials, and online video is a new high art form. Never mind.