The IAB advises publishers and media organisations on working with direct-to-consumer brands.
Direct startups have not only innovated with products and distribution but they also bring a new approach to marketing challenges, with a focus on first party data, personalised messaging and lifetime customer value.
This impacts on the way they buy media and work with marketing partners. Since their reach and relationship with consumers is so crucial, for direct brands “the media buyer is the brand” and CEOs are often directly involved.
To meet their unique needs, marketing partners should get to know the product and how they want to engage with their audiences, offer self-service solutions that give brands flexibility and be consultative to help them understand metrics and effectiveness of their campaigns.
[5 minute read]