Ad Execs See Too Much Focus On D2C Brands, But Acknowledge They Are Innovating Media

Two-thirds of ad executives believe there currently is too much focus on direct-to-consumer (D2C) brands, but about the same percentage believe that D2C brands are leading the ad industry in their innovative approaches to media. Those are the top-line findings of a new industry study fielded by Advertiser Perceptions, which will present them in detail during a webinar this afternoon.

In particular, the ad execs -- 180 agency respondents and 120 marketers -- cited the internet and social media as a means of marketing effectively and efficiently direct-to-consumers, as well as their keen focus on targeting only consumers that are explicitly in-market for their product or service that is changing marketing and media planning for the industry at large.



However, the study also found that while that strategy is a winning one for new or early-stage brands, D2C brands still need a broader array of traditional media when they reach the point that they need to "scale" their marketplace.

Justin Fromm, a vice president at Advertiser Perceptions, said a new form of "precision reach" is emerging from D2C brands using the major digital platforms in a hyper-efficient way to scale reach among in-market consumers.

1 comment about "Ad Execs See Too Much Focus On D2C Brands, But Acknowledge They Are Innovating Media".
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  1. Peter Rosenwald from Consult Partners, November 6, 2019 at 9:33 a.m.

    Very interesting survey, Joe. Perhaps your readers may be interested in a few lines of a recent post I wrote: 

    "Agencies who had never heard the word ‘data’ and whose attitude to ‘below the line’ was at best dismissive, have been driven by technologies that are profoundly changing the whole concept of advertising, whether they like it or not. Below the line, D2C, as evidenced by the absorption of prestigious brand agencies like J. Walter Thompson into direct marketing groups like Wunderman, is more and more where the action is."

    Could the feeling that there is too much emphasis on D2C be the result of traditional ad execs trying to keep yesterday going a little longer?

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