Our largest analysis to date of this growing category, Direct Outcomes: Analyzing The ‘Big Bets’ That DTC Brands Are Making On TV, again demonstrates how TV has been instrumental in driving consumer action for a robust set of DTC brands.
These brands have effectively employed TV to drive both short- and long-term success through the purchase funnel – from skyrocketing website traffic that bring in millions of new prospective customers immediately after a TV campaign launches to significant lifts in sales seen during sustained TV campaigns.
The proof of success is highlighted by the DTC brands themselves. With their cutting edge analytic tools and team of data scientists at their disposal, DTC brands know exactly what media works for driving their business which is why this set of 125 companies analyzed within ‘Direct Outcomes’ have bet big on TV, collectively investing $3.8 billion on TV during 2018, an increase of $1.4 billion (+60%) over the prior year alone.
Driving Consumer Action across Each Stage of the Purchase Funnel: Key Highlights