DRTV marketers looking to gain a market presence across multiple screens should learn how to effectively leverage their messages across all mediums while maintaining standardized branding and pricing approaches.

Done right, short-form DRTV is an extremely effective way to leverage existing advertising investments while also generating sales via TV, web, retail and through other channels.

Confused about the truths and rumors behind DRTV? Here are four realities to keep in mind as you plan your campaign.

Using DRTV’s accountability factor, entrepreneurs can test their products across a myriad of platforms, find out which commercials work (and what ones don’t), and tweak their advertising strategies to yield the best results.

Reaching the "GI" and "Silent" generations requires a deliberate, targeted approach—not just an afterthought. The good news is that most older consumers are constantly on the lookout for new products and services. It’s time to remember the often “forgotten generations.”

DR experts have an indispensable asset: more than two decades of trial and error in both creative and media. They know how to create accountable advertising and what it takes to make a successful infomercial. These factors should come into play when selecting the company that will take the short- or long-form DRTV campaign off the concept table and onto the airwaves.

With savvy marketing teams vying for Google’s attention, what does it take to stand out from the crowd and ensure that your online videos are noticed and tracked by the Internet’s 300-pound search engine gorilla? Here are five solid answers that you can put to work at your firm today:

Google heated up the online video space even more when it released its new open source, royalty-free video format known as “WebM.” Check out these five ways that the new format will alter the online video space.