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A Sony Pictures Entertainment
company, 2waytraffic knows television
audiences and how to produce compelling
content that puts viewers in active mode.
Two years ago, 2waytraffic’s EVP
of Business Development, James Joyce,
created a unique platform that fuses participation
TV in programming with telco-based DRTV
offers. Viewers are invited by the host,
judge or other talent from a popular national
TV show to call a toll-free number and
vote or give their opinion on show topics.
After participating, callers are presented
with several direct response offers, which
are fulfilled by a live call center agent
or transcription database capture.
2waytraffic has successfully integrated
this experience into more than a dozen
nationally syndicated and network programs,
including Maury, Judge Joe Brown, The
View, Inside Edition and The Biggest Loser,
among many others, offering advertisers
a unique opportunity to instantly convert
these valuable audiences into customers
in a completely measurable way. 2waytraffic
inserts advertisers into these programs
on a Cost Per Lead basis, making their
platform completely unique in the marketplace.
Now, advertisers can run per inquiry-based
campaigns on nationally broadcast programs
in some of the most sought after programs
on television, where per inquiry media
placements have never been available to
them.
2waytraffic
believes in developing long-term partnerships
with its advertising clients that are
built on measurable performance delivery.
The company has worked with hundreds of
advertisers and has developed a good sense
for how to structure a successful campaign
from day one. 2waytraffic constantly tests
new clients on the platform and re-tests
as necessary to achieve optimal results
for both the client and 2waytraffic.
As a testament,
many of 2waytraffic’s top performing
clients have been running on the platform
consistently for over a year now. And
best of all, since television audiences
frequently recycle, especially in daytime,
very few of the callers are repeats. On
average, 16% of daytime callers take one
of five offers presented, with some shows
delivering up to 30% converted callers
and of these, on average 43% convert into
qualified, payable leads for 2waytraffic’s
clients, with some as high as 90%, well
in-line or above performance targets most
clients would expect from a successful
DRTV campaign.
2waytraffic is
steadily adding programs to its portfolio,
increasing the total reach of its platform.
As the company gears up for the new 2009-10
television season, it has added a number
of new programs to its roster, including
ABC’s The View, NBC’s Jerry
Springer and Steve Wilkos, Street Court,
Season 8 of The Biggest Loser and a new
massively interactive game show from NBC
for primetime Saturday nights. In total,
for the 2009-10 season, 2waytraffic expects
its platform will receive 80 million calls
and deliver up to 9 million call transfers
or transcription records to its advertiser
clients. Also, following a successful
test with Nationwide Insurance this spring
on The Biggest Loser, 2waytraffic will
begin offering opportunities for both
general market and DR advertisers to sponsor
the phone lines with a 10-15 second brand
message and a push to web or retail. Advertisers
utilizing both the phone line sponsorship
and the lead generation products typically
enjoy a 20-30% lift in lead volume due
to brand recall. The same is true if the
client is buying in the show and then
appears as an offer on the phone platform.
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