Consumers have become digital-first consumers. These 21st century consumers continue to propel the rise of Direct-to-Consumer brands. As marketers, we need to answer this question: What is the best way to reach this desirable audience group? Direct to Consumer shoppers are expanding across all age groups including: young, more educated, and frequent online shoppers. They also are Connected TV watchers –– Direct to Consumer (DTC) shoppers spend most of their weekly TV time watching their favorite shows and movies through streaming, with an average of 13 hours a week (20% higher than cable, and 70% higher than social). For Marketers looking to advertise to this high value audience, there’s research that explores exactly how Direct to Consumer brands are using Connected TV to reach these customers.
According to the report, Direct-to-Consumer (DTC) customers find less value in cable –– 25% planned to cut the cord in 2020 (if they hadn’t already), and 85% watch shows and movies through streaming every week. Of those surveyed, 40% of Direct-to-Consumer shoppers wanted a more personalized shopping experience. They like seeing ads that appeal to their interests and demographics. Targeted ad viewing experiences are one of the things that Connected TV does best. According to the report, it comes as 82% of Direct to Consumer (DTC) shoppers take action after seeing an ad on CTV.
Connected TV’s ability to target ideal prospects with reach and scale, makes this channel the best new marketing method for DTC brands to make an impact. New channel, new traffic, new revenue.
