DMS Launches Dedicated Direct Response Division

Independent TV sales house Digital Media Sales (DMS) is to launch a dedicated direct response division, promising more advertising revenue to smaller channels which do not score high BARB ratings, but deliver key audiences for DRTV advertisers.

After a successful test last year, DMS Direct hopes to cover 30 channels by the end of April, and claims to be the first operation of its kind.

Dominic Matterson, channels director at DMS explained the appeal of smaller digital channels to direct response advertisers, stating: “We have shown that advertising works on these channels, because it’s not about the number of impacts but whether the advertiser’s phone rings. The number of repeat campaigns that we are getting demonstrates that these channels are valuable to advertisers.

“This service has enormous potential for many channels and is an important step in the development of digital TV in the UK. There are 400 digital channels out there but many of them will be reported as having zero audiences, which makes it difficult for mainstream advertisers to use them. However, audiences interact with these smaller rating channels, as is clear from the shopping and gaming channels, and DRTV clients can take advantage of them.”

A separate team will handle DRTV sales, using new software to run and monitor the campaigns. The new unit will be self-supporting, simplifying the buying process for DRTV agencies and advertisers.

Under DMS Direct each channel will have its own dedicated phone number so that advertisers will be able to track which channels are generating the most response. Channels using the new service include Wine TV, Pokerzone, Majestic TV, Sport Nation, Life TV Cellcast channels (You TV, YouTV2, YouTV Extra, Get Lucky, Game Network and Grab a Grand).

Digital Media Sales: 0845 122 8900 www.digitalmediasales.co.uk