Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Amazon’s CTV Boom Amazon may be a little late to the CTV advertising game, but it’s catching up quick thanks to its troves of shopper data and the built-in base of brands already selling on its platform, The Drum reports. Most of Amazon’s CTV […]
The direct-to-consumer brand revolution has been going strong for a decade, but the coronavirus pandemic has created new opportunities for B2B and wholesale manufacturers to flood the consumer market. Rastelli’s, a New Jersey-based food supplier, fortuitously started a consumer branding business last year, said director of marketing Zachary Paul. Instead of selling products through grocers […]
CPGs like Pepsi and Kraft-Heinz urgently need to develop ecommerce and direct-to-consumer business lines, whereas Anheuser-Busch InBev – having invested already in ecommerce – can now shift its media spend to support it. “As you’re hearing from everybody else, ecommerce has become a high-growth channel at this point,” Pepsi CEO Ramon Laguarta said Wednesday during […]
At the onset of the COVID-19 crisis, DTC sleepwear brand Lunya had to furlough staffers, shut down retail stores and lay off part-time workers to break even through the downturn. “It was painful pivoting,” said Lunya’s Founder and CEO, Ashley Merrill. But there were bright spots. Lunya’s business is more than 80% ecommerce. The company […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Lightening The Load NBC said it will reduce its ad load in response to the coronavirus pandemic. Ad sales chairman Linda Yaccarino wrote a blog post detailing a plan to reduce ads across categories, including news and late-night talk shows, to free more time […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Chris Peterson, managing partner at Rain the Growth Agency. Every brand today is evaluating the current environment for its people, communities and customers. Direct-to-consumer (DTC) brands specifically rely heavily on […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Bye Of The Iger? Bob Iger is stepping down as CEO of Disney, the company said Tuesday. He will be replaced by Bob Chapek, most recently chairman of Disney Parks, effective immediately, and stay on as executive chairman through 2021, CNBC reports. Over his […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Seraj Bharwani, chief strategy officer at AcuityAds. Businesses thrive or die based on the economics of the channels that close the gap between awareness and consumption. In the past decade, direct-to-consumer […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Fuel On The Fire Amazon Publisher Services (APS), the company’s supply-side advertising technology unit, is in talks with broadcast and streaming app publishers about Amazon taking over inventory sales on other OTT platforms, including Android TV, PlayStation, Xbox and Apple TV, The Wall Street […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Wind In DTC’s Sails Procter & Gamble’s acquisition of Billie, a shaving and body care startup focused on women, has given a boost to the DTC entrepreneur and investor community. Terms of the deal were not disclosed, so it’s unclear if it even was […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Mobile Detox Are people cutting back on their mobile phone use? Media agency Hearts & Science tracked the phone usage of more than 2,000 Americans over 14 months and found that 64% scaled back their app usage during that period, with the average down […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Store Of Value Many direct-to-consumer brands haven’t been able to maintain growth rates or flip to profitability. It’s been more than three years since Unilever dropped $1 billion on the men’s grooming brand Dollar Shave Club, and that business is still losing money, The […]
Red Antler, the agency known for creating brands such as Casper, Allbirds and Brandless, launched a performance agency on Thursday called Good Moose. Good Moose debuts with a team of 12 and performance marketing capabilities across search, social, programmatic and ecommerce. Daniel Romano, Red Antler’s head of performance marketing, will lead the agency as CEO. […]
When direct-to-consumer cleaning startup Truman’s launched seven months ago, it didn’t just set out to disrupt the way cleaning companies make and distribute products. Its underlying goal was to humanize the category by creating a direct connection with customers. “I like the idea of reimagining what a brand can be in a sleepy category,” said […]
Clorox’s Vivian Chang will speak at AdExchanger’s upcoming PROGRAMMATIC I/O New York conference on Oct. 15 and 16. When Clorox acquired dietary supplement maker Nutranext in 2018, it wasn’t just to gain share in the health and wellness category. Nutranext already owned ecommerce health brands, like vitamin manufacturer Stop Aging Now, so the company also became […]
Direct-to-consumer (DTC) marketing budgets are starting to include larger-scale media, which is having a massive impact on national TV ad spend, according to Magna’s fall 2019 ad spend forecast, released Thursday. Marketing spend in the DTC category increased 30% YoY in Q2 2019. And DTCs spent 50% more on national TV in particular. “These new […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Chris Peterson, managing partner at R2C Group. At the heart of the direct-to-consumer (DTC) revolution is a fundamentally different relationship between brand and customer. That difference is driven by technology. Trillions […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Hand That Feeds Big tech may be disrupting linear television and OOH, but it’s also supporting those channels with marketing dollars. As AdExchanger reported recently, tech giants are increasing their ad investments to burnish their reputations and maintain growth in an increasingly saturated […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Mouse Trap Disney was a little low on pixie dust when it updated its ad sales strategy recently. The process has been rocky, according to The Information. Besides a reorg that crossed multiple departments (AdExchanger’s coverage), the Mouse House also swapped out its Comcast […]
Digitally native companies made nearly $1 billion in commitments during this year’s upfront, making them the biggest advertiser category in NBCUniversal’s $7 billion upfront, the company said during its Q2 earnings Thursday. The digitally native category includes the “FAANG” companies (Facebook, Apple, Amazon, Netflix, Google) as well as direct-to-consumer companies like Peloton, NBCU’s CEO Steve […]
Ecommerce and direct-to-consumer (DTC) brands are flooding into television, and bring a new data-driven perspective to the old media channel. While legacy brands have pre-existing preferences for specific programs or media channels and for gross ratings points (GRPs), DTC startups are uniquely suited to bring digital tactics to TV advertising. “The result for legacy brands is […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Over The Top Ad-supported streaming TV service Tubi surpassed 20 million monthly users and 94 million hours of content in May, the company said Monday. Tubi’s fortunes are important because advertisers and investors are relying on ad-enabled VOD startups to challenge the position of […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Hulu Steals The Show Hulu is taking a page from the TV sales playbook by offering lower rates to buyers who commit large budgets ahead of time, Variety reports. Hulu was one of the only ad-supported streaming video players at the upfronts, TV’s annual […]
Nearly everything Disney does these days seems to be for the love of DTC. CEO Bob Iger told investors on Wednesday that acquiring 21st Century Fox’s entertainment assets for $71 billion will create synergies for Disney’s direct-to-consumer streaming vision. “I feel really confident in our plans and the plans we’ve announced, because of what we […]
Shopify powers digital marketing for many of the savviest direct-to-consumer (DTC) brands. In addition to its foundational ecommerce services, Shopify provides DTC marketers with a range of creative and media buying tools through an automated chatbot named Kit. It also connects merchants to major media platforms such as Instagram, Amazon, Google and Facebook through a […]
A spree of direct-to-consumer (DTC) brands, including Hubble, Bonobos and Rothy’s, have started running TV commercials. And aside from adding demand to the scatter market, those DTC companies are bringing digital-first measurement standards to the new (ahem, old) media channel. AdExchanger spoke with some top DTC brands about why they’re adding television to the media mix, […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Agent Amazon Amazon is on a charm offensive to bring in more agencies and non-endemic brands, like financial services companies or auto manufacturers that don’t sell on its platform today. Amazon is doing a roadshow pitching its data and OTT chops to help create […]
Starting this week, luxury bedding startup Boll & Branch will add TV to its marketing mix, joining many other direct-to-consumer brands. But the data-driven company is being disciplined, which means using a different strategy than other DTC brands and the traditional marketers that dominate TV. It’s targeting a broad national customer base, not just urban […]
“Let it go, let it go” is the theme song for any advertisers who might’ve had their hearts set on an ad-supported option for Disney+. There won’t be one, Disney revealed during an investor day event on Thursday in Los Angeles. Disney’s direct-to-consumer (DTC) streaming service, slated to launch in the United States on Nov. […]
Large, established companies such as P&G, Verizon and Kellogg’s are building direct-to-consumer (DTC) brands to compete with the challengers encroaching on their territory. In addition to investing in or acquiring other DTC brands, there are strategic advantages to a company building its own. P&G for instance thinks of buying, building and acquiring brands as a […]
