Direct Response Television (DRTV) has been evolving as much as other advertising channels. In fact, advertisers are starting to realize it again. Direct Response Television long-form ad campaigns have shown a year-long gain in the billings. Q3 2015 results rose 5,5% in the US. Advertising pioneer David Ogilvy stated already a couple of decades ago that “Direct response is his secret weapon”. We definitely agree with him.

However, there is still a slight difference between DRTV advertisements that are well put together and strategically planned and those that just have dropped a call to action in the ad. Both are directed to engage the audience, but first does it slightly better.

What are the secrets of creating a captivating direct response ad that actually makes people immediately respond to it?