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.