Coca Colas’ decision to include DRTV into its marketing is a big indicator of how effective DRTV campaigns can be and how far the soft drink giant has come.

In 2006, the global soft drink empire first introduced “My Coke Rewards” program. During this time, Coke didn’t use much DRTV advertising to promote its products.

Adding DRTV to the mix.  But last year, Coke marketers decided to use DRTV to increase the reward plan’s visibility. Their DRTV campaign strategy was designed to redirect viewers to visit a special website where they could enter the codes obtained from Coke product purchases in exchange for merchandise.

Coke’s combined use of traditional and DRTV advertising was part of a marketing strategy to promote the program by encouraging visitors to visit the website to establish brand loyalty.

A popular marketing strategy. Many other big brand marketers have since followed Cokes footsteps. They recognize the benefits of including DRTV into their marketing strategy. In fact, according to TNS Media Intelligence, big brand marketers like Coke have started spending a lot more money and focusing more attention on DRTV advertising.

Media buyers appreciate DRTV because it’s inexpensive, provides measurable accountability and a higher percentage of consumer engagement. Also, direct response advertising offers more variety beyond the typical 1-800 number call center.

New, cutting-edge advertising options, such as web destinations and mobile sites, are now available. All of this is available at half the cost of traditional advertising spots.

No magic pill. The downside to DRTV advertising is this: No audience guarantee and direct response sellers have the authority to preempt spots without notice if a better deal comes along.

Still, increasing pressure on marketers to provide accountability and tightening budgets are making DRTV appear to be a viable media solution that provides measurable results.