Direct Response Television (DRTV) has long been a pillar of performance marketing, empowering advertisers to generate immediate consumer action through clear calls to action. As television viewing habits evolve with linear, connected TV and mobile platforms, DRTV is transforming.
The future points toward more interactive, personalized, and measurable advertising experiences. One of the most promising innovations leading this shift is clickable interactive ads, and at broadpeak.io, our Click2® technology is at the forefront of this evolution.
Understanding Direct Response Television (DRTV)
DRTV refers to television advertisements that prompt immediate responses from viewers, typically through phone calls (think about the 800-XXX-XXXX numbers) or website visits. Unlike traditional TV brand advertising, which focuses on building awareness over time, DRTV aims for immediate consumer action. This approach has been instrumental in driving sales and generating leads across various industries, particularly locally, as cable operators can resell national broadcasters’ channels for up to 3 minutes per hour.
Here are some examples of DRTV creatives that you can see on TV:
The Evolution of Direct Response Advertising (DRA)
Direct Response Advertising (DRA) didn’t start with television. Its roots stretch back centuries:
- In the 15th century, European merchants used printed catalogs to showcase products and solicit mail orders.
- 18th century: Benjamin Franklin markets books using direct mail, bringing the model to the American colonies.
- 1861: A Welsh merchant launches the first mail-order campaign to sell flannel clothing.
In the late 1800s, Aaron Montgomery Ward revolutionized commerce by shipping goods directly to consumers via catalogs, eliminating the middleman.
1960s: Lester Wunderman coins “Direct Response Marketing,” invents the magazine subscription card, and introduces the 1-800 number, making ads actionable and measurable.
The advent of television in the 1950s and 1960s marked a turning point: brands began experimenting with direct response elements in commercials, such as phone numbers to call for more information.
- 1950s–60s: As TV entered American homes, brands began airing commercials with phone numbers for direct purchase.
- 1980s–90s: Cable and satellite TV offered late-night slots and niche channels, ushering in the infomercial era and the introduction of IVR systems.
- 2000s: The internet revolutionized response mechanisms with clickable URLs, landing pages, and the emergence of early web analytics.
- 2010s: Mobile phones added SMS, app downloads, and instant payments.
- The 2020s–Now: Connected TV (CTV), QR codes, and smart remotes enable viewers to engage directly through their screens in real-time.
Technology has changed how people respond to ads and the ads themselves. From toll-free numbers and IVR (Interactive Voice Response) systems to personalized ad delivery via data and machine learning, each wave of innovation has sharpened DRTV’s precision and performance.
Types of DRTV
Direct Response TV (DRTV) comes in two main formats: shortform and longform.
Shortform DRTV ads are two minutes or less. These spots typically air during commercial breaks and get straight to the point, highlighting key product benefits and urging viewers to take immediate action.
Long-form DRTV, often known as infomercials, is over two minutes long and tells a story. These ads became iconic in the 1980s, using a mix of product demos, testimonials, and problem-solution narratives to drive sales.
The Future of DRTV: Clickable Interactive Ads
For decades, advertising has largely been a one-way conversation. Brands present their message, showcase their product, and hope the viewer follows through. But that model is rapidly evolving. Today’s consumers expect more than passive viewing – they want immediacy, personalization, and the ability to take action.
Thanks to the explosion of mobile apps and connected devices, that future is already here. Instead of displaying a toll-free number or a static website, tomorrow’s DRTV ads will invite interaction: a logo or visual prompt on the screen will prompt viewers to scan QR codes with their phones or click with their remotes.
With one tap, the product is added to your cart – complete with personalized offers, pre-filled shipping information, and seamless checkout. Thus, the 1-800 number may soon be a relic of the past.
Here’s why clickable, interactive DRTV can be highly disruptive to the TV ad landscape:
- Enhanced Engagement – Viewers become participants, not just spectators.
- Personalization – Ads adapt to individual tastes, boosting relevance and ROI.
- Real-Time Analytics – Immediate data on user actions allows rapid campaign optimization.
- Cross-Platform Reach – Smart TVs, streaming apps, and mobile platforms become touchpoints.
As consumer habits continue to evolve, so does DRTV. We call that DRTV2.0, and it won’t just be watched, it will be clicked, scanned, tapped, and shared. And that’s where the real opportunity lies.
broadpeak.io’s Click2® Technology: Leading the Charge of DRTV2.0
To enable DRTV 2.0, we developed Click2® – a feature that brings interactivity directly into the video stream. Click2® allows viewers to engage with banner overlays via their smart TV or Android device, triggering instant notifications or SMS on their mobile device.
How Click2® Works:
- Viewers click a banner during the content.
- A notification or SMS containing the offer or product info is sent instantly to their mobile.
- Viewers continue watching while exploring the ad non-intrusively on a companion device.
Why Click2® Delivers:
- Guaranteed Engagement: Viewers take measurable action, delivering guaranteed clicks.
- Seamless UX: Engagement is generally better accepted without content or ad disruption.
- Advanced Analytics: Advertisers go beyond impressions with real interaction metrics like measuring the first click on the remote and the second click on the companion.
Click2® bridges the gap between brand storytelling and performance marketing, delivering engagement without friction.
Full-Funnel engagement tracking: from awareness to loyalty, finally measurable
One of the most powerful outcomes of interactive DRTV – and technologies like Broadpeak Click2® is the ability to track full-funnel engagement in a way that was never possible with traditional TV advertising. Historically, advertisers could only estimate the impact of TV impressions on conversions. However, today, with real-time interactivity across Connected TVs and mobile devices, we can finally measure how viewers transition from initial exposure to purchase.
This starts at the Top of the Funnel (TOFU), where viewers become aware of a brand through a clickable ad on their TV screen. The interaction, whether a tap on a remote or a QR scan with a phone, creates a traceable signal of interest. As the user progresses to the Middle of the Funnel (MOFU), Click2® can trigger personalized follow-ups, such as SMS messages, product details, or special offers delivered to the mobile device, nurturing consideration in real time.
Once at the bottom of the funnel (BOFU), the user can complete a purchase, often directly on their phone with prefilled information, all while watching uninterrupted content. Post-purchase, the funnel doesn’t end. Brands can continue to re-engage users through loyalty-driven experiences, such as exclusive content, discounts, or surveys tailored to the user’s previous interactions, thereby completing the Loyalty loop and encouraging repeat engagement.
With this approach, advertisers are no longer limited to measuring views or vague brand lift – they can analyze every stage of engagement across devices, from click to conversion. This is proper omnichannel performance marketing, bringing digital precision to the world of television and enabling smarter retargeting, attribution, and ROI tracking across the entire lifecycle.
Conclusion
DRTV is evolving towards more interactive and engaging formats, with clickable, interactive ads as the most interesting and efficient technology if it can be deployed at scale. Broadpeak’s Click2 technology exemplifies this shift, providing a seamless and effective solution for both advertisers and viewers. We are entering the DRTV 2.0 period, and as the industry continues to innovate, embracing such technologies will be crucial in meeting the demands of modern consumers and maximizing advertising effectiveness.
Contact us at broadpeak.io to unlock new monetization opportunities, attract more SMBs to your platform, or make your ad inventory interactive.
