Increase in Ads that Ask Consumers to Take Action

Study Shows Increase in Direct Response Television Advertising

A five (5) year study conducted by AdSphere, powered by DRMetrix, shows a nearly 17% increase in national ad spend from campaigns that ask consumers to take action. Known as Direct-Response Advertising, these commercials have proven effective in prompting consumers to pick up the phone or visit a company's website. In 2018 alone, over $12 billion was spent on direct-response advertising. 40.37 percent of the over 4,500 unique brands using this method of advertising used traditional direct-response techniques such as direct response variations. DR variants include web-based promotion codes, differing phone numbers, and SMS codes, all unique to the particular campaign.

Behind the Numbers

The study attributes the significant increase in direct response television advertising to web- and mobile-based companies capitalizing on the power and reach of television. Over the past several years, web- and mobile-based companies, network television spending has increased steadily. Companies are discovering that TV not only offers a vast viewership but also can provide real-time analytics. Many of the companies opting to use direct response advertising using some form of DR variant to track and measure the success of an individual campaign.

Opting for Length

Industry insiders also see more companies opt for longer format ads. 45-second, 75-second, and 180-second ads all saw remarkable growth from 2017 to 2018. Behind this trend may be the desire to drive "higher levels of consumer engagement and response." Short-form expenditures overall are set to decline over 33% in 2019, according to AdSphere.

How to Increase Your Profits in 2020

2020 promises to be an exciting year in marketing. With more options and analytics at your fingertips, you can now focus your advertising dollars where it counts. Are you ready to transform your law firm? Contact Amicus Media Group today for more information. Our case acquisition specialists will help you understand how to grow your firm with less risk. Call our offices at (888) 700-1088.