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 …

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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