Many media companies are expecting a rise in profits as their bet on smaller upfront sales are paying off in the increasingly hot scatter market. The approaching holidays dictate advertiser spending and the larger brand advertisers are moving in to take up space they left open earlier this year. This brings a challenge to Direct Response advertisers, who have grown accustom to historically low rates and premium placements for much of 2009. This challenge can be met strategically by looking at new markets to test and even breaking from a national campaign to one that is more localized through broadcast. Also, falling back to more reliable DR dayparts for clearance like daytime and overnights is a good move. Trying to take on brand marketers, who are more concerned with perceived audience rather than response is not game most direct marketers can win.
Direct Response advertisers should plan for increased costs for fourth quarter of 2009 and know that they will be sharing the space with brand advertisers, instead of other Direct Response products. They should also be prepared to hit the ground running hard in the first quarter of 2010, after many of the brand advertisers are taking a post-holiday hiatus. Continuing to advertise during this quarter is crucial as itâ€™s a time when consumers will be looking to spend in the economy, and spend thriftily. Luckily, Direct Response advertisers offer many quality products that are priced right and have the advantage of being purchased with the convenience of a click of a button or a quick phone call. Read more at TheWallStreetJournal.com.