34% of surveyed DTC brands said they were planning on increasing programmatic TV investment in 2019.
This piece says that DTC brands have been struggling to scale up due to the limitations of scale in digital advertising. A survey of DTC brands found that companies had increased their TV ad spends by over 60% in 2018.
However, despite the shift to digital, advertising on TV in the US remains expensive due to a virtual duopoly of Comcast and Disney. To counter the increased spending towards digital advertising cable networks have started to provide their own measurement systems.
The author contends that DTC brands should use their customer insights and data to leverage the lift TV advertising generates in the digital domain. They need to adapt to a world where traditional retailers have monetised their customer base by using strategies learnt from DTC brands.
[5 minute read]