Golden rules for effective DRTV creative

As well as the essential eye for detail and the bespoke expertise involved in the granular spot time media planning and buying process that sits at the heart of any successful direct response TV campaign, the ad that runs in that media space has to work especially hard to maximise ROI. We know that creative response rates can vary by between 30% and 60% so getting the creative as well as the media working at optimum levels of effectiveness is crucial for campaign success.