DRTV advertisements are longer than traditional ads - 60 seconds versus the typical 15- or 30-second length - and include a bona-fide offer with a call to action.
Celebrity has just unleashed two DRTV ads. One is generic, emphasizing the price point of $75 per day, per person for a four-night Pacific Northwest cruise, and one emphasizes the price point of $100 per day, per person for Celebrity's Europe (a cruise of 10, 11 or 14 nights).
The new ads have been integrated with the brand's consumer site at www.celebritycruises.com.
The spots will be eligible to run on the Google TV Ads platform, which reaches more than 13m DISH Network subscribers, for four weeks - through Aug. 10.