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 […]
