Online Direct Response
Online direct response is the future
of direct response marketing. Koeppel Interactive provides media planning, buying
and consulting services that are tailored to the needs of the serious
direct response marketer.
Online direct response is the process of generating a lead, sale or other similar action directly from an Internet ad. Online direct response is measured through click through rates (CTR) and conversion rates (CR). Cookies and special tags are used to track which ads, landing pages and paths deliver the most conversions. This type of tracking is also used for cost-per-action (CPA), where the publisher is only paid if a sale occurs.Koeppel Interactive takes online direct reponse to the next level. To achieve the response rates of television and radio, we combine innovative technology with a deep understanding of online advertising fundamentals: market research, testing, campaign planning, buying, strong execution, analysis and optimization. Our methodology stresses testing, retesting and constant tweaking to ensure that online campaigns achieve optimal media efficiency, cost per order and profitability.
Tools for Direct Response
Interactive Video AdsKoeppel Interactive uses cutting-edge interactive video ads to get consumers' attention and drive high conversion rates. Our streaming video technology allows us to translate the attention-grabbing formula of the television infomercial to the Internet, where consumers tend to be less patient and more educated. Instead of simply showing a clip from the infomercial, we combine the best elements of the infomercial with eye-popping Flash overlays to create visually rich, immersive ads. We always place video ads where consumers window-shop or actively seek out online entertainment. These “passive” Internet users are more likely to rollover or click the ad, view the infomercial and respond to a call to action.
Koeppel Interactive's online video video ad formats include:
Online InfomercialsKoeppel Interactive specializes in re-purposing television infomercials for online direct response. We convert both short and long form infomercials from standard video formats to Flash FLV files for real-time streaming. We then edit and enhance these files to develop online infomercials that are eye-catching, immersive and entertaining. Depending on the ad format, we can embed the infomercial in a static banner, or use Flash graphics and interactive hotspots to make it more visually appealing and dynamic.
Online infomercials can be delivered through both rich media ads and standard banner ads. Koeppel Interactive uses the latter option to take advantage of low-cost ad inventory that still has the potential to grab eyeballs and generate sales.
Direct Response TestingTesting is one of the most important tools of the online direct response marketer. Koeppel Interactive uses run-of-network tests, as well as specific daypart and run-of-site tests, to identify which ad placements, offers and creative assets are the highest performers. This process also helps us negotiate favorable CPA and CPC deals with the Internet's most visited Web sites. Test programs are conducted before any serious media buying takes place and typically are paid upfront as a flat fee.
Web-based Ordering and UpsellingOrders generated by an online infomercial may be directed to your shopping cart, or to a special landing page cart maintained by Koeppel Interactive. Our intelligent, video-enhanced shopping cart provides an interactive checkout process that advertises special offers and upsells. If customers abandon an order, the system can be configured to pop up special discounts or downsells.
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Multi-Channel Direct Response are trademarks of Koeppel, Koeppel Direct and Koeppel Interactive