As customer acquisition costs soar, many DTC brands are seeking greater efficiency by increasing the lifetime value of their existing customer base. Winc's Chief Marketing Officer, Jai Dolwani,
demonstrates how his brand takes the same performance and data-driven approach to increasing LTV as it does driving conversions. Everything from purchase and cancellation reasons to competitive
analysis and Net Promotor Score are data points that drive core insights around how customers value your brand and respond to promotion. Jai walks through what Winc has learned from activating those
insights in campaigns that worked.
Like many hot DTCs, smart oven brand Tovala touches and re-touches consumers across every imaginable medium. But how do you stitch these disparate channel experiences to minimize friction in the
customer journey and optimize these touchpoints to improve conversions? Tovala's Senior Director of Growth Engineering, Brian Krall, digs into Tovala's use of replay session analytics to better
understand engagement trends, drop-off points, and conversion paths. What has the brand learned about using this toolset to smooth the journey for customers but also evaluate media performance and
test new channels?
The all digital wireless carrier, Visible, developed a top to bottom approach for market infiltration via data and market research. The challenger brand's head of brand marketing, Pearl Servat, shares
with us how they leveraged a marketing mix of digital and traditional channels to introduce prospects to the brand at various touch points and drive consumers to its digital storefront. Learn how
Visibles repeatable & scalable marketing strategy is reshaping what meaningful experiential activations looks like for a digital-first brand.
Retail Media Networks (RMNs) have added new inventory, targeting, sales and measurement opportunities...and headaches, to the digital ad market. Kim, who manages media buying for Mindshare CPG
clients, maps the terrain. How are the RMNs from Walmart, Target, Kroger, etc. plugging into existing infrastructures, offering new and difference metrics of success, creating new challenges for
How did DTC hearing aid brand EarGo take a DRTV budget and metrics and ladder up to cable and broadcast TV buys? By recognizing the complexity of TV's impact on the purchase funnel - from the timing
of site visits to sales calls to search spikes. At MediaPost's Fall TV & Video Summit, Ben De Castro, Eargo's VP of Marketing, shares the ways in which DTC performance sensibilities were applied to a
broadening TV strategy that blended media mix modeling with homegrown attribution metrics.
What do you do when a client asks you to produce a video campaign when production is completely shut down? You get creative! When Grammarly approached Stink Studios during the height of the pandemic
to create a new brand awareness campaign, that's exactly what they did. How do you produce a video ad campaign without actors, without locations and without crews? The answer: stock footage. But not
just any stock video. It needed to be quality, high-resolution footage. By working backwards- beginning with the footage, then character development, then script- Grammarly was able to achieve an
entirely production-free campaign. The process proved more cost-effective, flexible, and turned around faster than traditional live action shoots.
As some streaming TV platforms' "reach" levels near broadcast/cable TV network numbers, they could compete for exclusive live major sports franchise deals, with a 55% reach number of U.S. TV
households, according to an analysis of Nielsen data and other metrics by MoffettNathanson Research.
"Put yourself in the customer's shoes and consider the roadblocks, pain points, and motivations at each stage of the journey -- paying close attention to the transitions between each stage."
Some 125 companies have increased spending by 60% ($1.4 billion) in 2018 over 2017, totaling $3.8 billion on TV in 2018, per the VAB.
MALAGA, SPAIN -- Roundtable discussions among some of the world's leading marketers, agencies, media and data analysts at the I-COM Data Summit exposed tensions between the business goals of each type
of stakeholder. "Increasingly advertisers are starting to realize they're actually losing brand equity at the top," Global Director of Audience Research at GroupM Simon Thomas said during a discussion
about marketers bringing their programmatic media-buying in-house.
DTC consumers spend 13 hours per week watching live or on-demand streaming TV -- 70% more vs. time spent on social media.
For the most current year, Hulu is forecast to lose $1.7 billion, while Disney's investment in BAM Tech and other digital businesses is expected to lose $1.1 billion, ESPN+, $452 million and Disney +,
For all the talk about direct-to-consumer brand marketing disrupting the industry, GroupM finds it hasn't had much impact on the broader economy. "At least not yet," adds GroupM Global President of
Business Intelligence Brian Wieser, in the report sent to clients and the media over the weekend.
It doesn't change recipes as frequently as subscription does. It's a one-off purchase that allows for trial. It feels and looks like a meal kit, extending the brand's equity.