Some still call it DRTV, while others prefer newer terms like “performance-based television ads” …but it’s still all about results. With all the technology at our disposal, marketers should be able to know precisely how their advertising is performing. Yes, brand building is still paramount, but the key performance indicators we deal with most now are actions instead of just impressions. So we no longer face the old adage that 50% of your advertising works, but you just don’t know which 50%. It’s dollars out versus dollars in when you implement ROI driven DRTV.