Today we launched our 2011 4th Quarter As Seen On TV (ASOTV) Live Product Search. If you dream of seeing your product idea available online or on TV for call-in orders, this search is for you! You may even be planning the logistics of your infomercial debut in your head as we speak. Did you know, however, that not all of the Direct Response Television (DRTV) ads you see are classified as infomercials? In addition, have you ever wondered why you sometimes see a one hour program dedicated to a DRTV product, while they are at other times advertised with the average-length commercials between your favorite TV shows?

In order to explain the answer most clearly, let’s first break down a few definitions:

• Direct Response Television (DRTV) — Any television advertising that asks consumers to respond directly by calling a toll free number or logging onto a website to order the advertised product or service.There are two types of DRTV: long form  and short form. Industry experts use the term “infomercials” to denote long form DRTV and “spots” to denote short form DRTV.

• Short form (otherwise referred to as “spots”) — Typically 120 seconds in length, but given media availability, could be shorter (e.g. 60 seconds).

• Long form (otherwise referred to as “infomercials”) — Typically 30 minutes, but can also include programs that are 5 minutes in length and 15 minutes in length.

So, how is it determined which format is used? A product’s unique selling features and price point in most cases, but not all, is the determining factor. Products that require more time to educate the consumer and create awareness are usually aired in a long form format (infomercials); these products are also typically higher price point items. Easy to understand products with lower price points are, conversely, typically first tested in the short form format (spots) and if they are successful, this is the format in which the ad will air.

The next question you may be wondering is which type of products we look for in our ASOTV Searches. Those that can be sold in a 2 minute spot, or those that require a full-length infomercial?  In short, the answer is both! While it is the ideal scenario that a product is able to be clearly demonstrated and appeal to the consumer in 120 seconds, thus invoking an impulse buy, there are also products that are much more complex and require more time to demonstrate their function to the consumer; this is where infomercials come in. Here at Edison Nation, we’ve run spots and infomercials of all lengths from 30 seconds (e.g., Gyro Bowl) to 90 seconds (e.g., Eggies) to 30 minutes (e.g., Workout180) and everything in between. So the the type of ad your product may receive will be simply based upon the format that best demonstrates the product’s functionality to the consumer. We work with each individual product to determine which length and version of the ad has the greatest positive impact on sales and that it was will ultimately appear on television.

As another layer, naturally, long form ads require an even larger investment in both product development and media expenses. So, while we are happy to accept product ideas that would require a long form campaign in order to be successful, to justify the expense, these products are also held to a higher level of scrutiny than a product that could be sold in a much shorter DRTV spot. Please understand that this does not disqualify the more complex, infomercial-appropriate products. It does, however, raise the stakes — but in raising the stakes, if your product proves successful, that bet will likely pay off at higher odds!

Now that you’re equipped with the knowledge you need to create the next hit product for an infomercial or DRTV spot, we and our ASOTV partners look forward to receiving your submissions! Don’t forget this search closes Monday, November 21, 2011 at 11:59pm PST.

If you are looking for even more ASOTV resources, be sure to check out our post, The As Seen On TV Option: What Does it Mean?