What do you get when you cross traditional DRTV with a high-impact, low-cost platform? A little something we call Direct Action VideoTM. Invented by Hawkeye as an addition to the traditional media cocktail of TV, radio and digital, DAV looked and acted like DRTV but was served up as an ad unit among the cat videos, product reviews and daily vlogs of YouTube. Clickable, actionable and (best of all) effective, it exceeded call projections and garnered the highest views of any Rogers video in market at that time.
• 1,571,667 views on YouTube (video has since been removed)
• 75% of all views were complete
• 78% of inbound calls attributed directly to creative