A sale of Paramount Global to any big legacy TV-based media or digital-first company is an uncertain situation, Bernstein Research says. "Without a clear buyer/structure, the outcome is still up in
the air," writes Bernstein media analyst Laurent Yoon. "It could limp along for a while and requires a risk-taker with a lot of money to burn."
MoffettNathanson Research says that when comparing Disney's D2C performance to Netflix, Disney is still far behind from a trend perspective.
Despite the push for streamers to cut TV/movie spending, major platforms keep funding billions on new TV and movie content, according to analysts from Bernstein Research.
D2Cs need to stand out from the crowded D2C space and have begun using print and mail media as a direct response tactic. Is this channel as effective as the digital channels? How does this channel
integrate with other media. Where does it fit within the funnel? Ultimately does it help drive ROI? Mixbook's CMO, Ben De Castro, shares answers to these questions.
When it comes to innovation, companies are often faced with a delicate balancing act between pushing boundaries and minimizing risk. This is particularly true in the realm of privacy, where breaches
and other violations open up exposure to class action lawsuits and irreparable damage to a company's reputation. Hear from DTC Manager, Jennifer Peters, as she shares insights from Olly, an
entrepreneurial brand living inside Unilever's expansive portfolio, and their journey to strike the right balance.
Guggenheim Securities estimates a 6.8% drop in revenue for Q4 after a 10.4% decline in Q3 - but media analyst Michael Morris says to "expect more meaningful improvement in the fourth quarter as the
company benefits from the upfronts."
For younger consumers, fragrance stands for self-expression, as #PerfumeTok fuels strong indie brands.
How did TaxAct find that it could radically reduce media costs and still maintain the same level of conversions? By stepping away from the promises of so-called precision targeting and retargeting,
bringing its media in-house, and re-booting its strategy to start with broader audiences and then letting the platform algorithms help. TaxAct's Head of Media, Amy Bartle, shares what they learned
from their journey.
As the cost of customer acquisition climbs, D2Cs are looking for new and exciting ways to partner with other brands. BARK, makers of BarkBox, is doing just that, with partnerships including Dunkin',
Subaru, Marvel, Warner Bros., Netflix and more. This strategy has enabled them to reach new audiences and tap into new customer data. BARK's VP of Brand Activation, Dave Stangle, covers their strategy
behind finding other brands with the right affinities and how they are structuring their co-branding relationships.
"We have proposed creative ways to make Disney's direct-to-consumer services available to their Spectrum TV subscribers," Disney said. This could include ties to ESPN+, analysts speculate -- but not
necessarily for Disney+ and/or Hulu.
The direct-to-consumer acquisition landscape is not what it used to be. It's not enough to only focus on how to acquire customers efficiently, brands need to also focus on how to make the most out of
the customers they already have. Driving customer retention is key. Adore Me's Channel Marketing Manager, Marina Addams, discusses how her team tackles this through offering customers multiple ways to
experience their brand by building three distinct shopping models; Pay As You Go, VIP, and Elite. As a result, Adore Me has successfully catered to specific customer needs while also emphasizing
retention and membership.
This year, shoppers are increasingly impressed by newer brands, especially in the D2C category.
D2C marketers overall report averaging about the same percentage for CTV as in 1H 2022, but those with experience with the channel are upping their allocations to it, according to a new survey.
MoffettNathanson forecasts NBCU and Warner Bros. Discovery will see declines in content spending this year while others will climb. Walt Disney will lead all big media companies, followed by NBCU,
Warner Bros Discovery, Paramount and Netflix.
Full-year 2023 is projected to see ad-revenue results for major TV-based companies similar to 2022. Total domestic D2C streaming/virtual ad platforms are projected to rise 6.1% in Q4, while digital
media ad results are virtually on par with TV -- anticipating just 0.8% growth. MoffettNathanson says in a report released Thursday: "It's the lowest level of growth we've seen since the
Covid-impacted quarter of 2Q 2022."
Readers just can't ignore great concepts, powerful executions and ideas that might work for their brands.
As Grove Collaborative moved from a pure play D2C into broader retail presence, it had to test and learn its way into a more evolved omnichannel approach. Grove Collaborative's VP of Marketing,
Samantha Howe, shares key learnings about the weaknesses of siloed D2C/retail teams and goals and how the brand built a fully integrated "internal agency" model. What did they learn about assigning
different messaging and allocations, even choice of influencers, for different aims? What did they learn about useful testing, internal briefs and measuring success. And how does this emerging model
point towards a different idea of what a CPG company is in a channel agnostic future?
Digital native brands are famously data-driven. But when it comes to developing new products and services, what is the process for using customer insights to imagine new products, test, learn, rinse
and repeat? The MeUndies model relies on variety and fresh fashion and leans heavily on analytics and insights. MeUndies Director of Consumer Insights, Casey Greulich, explores how they have learned
to apply different kinds of insight at specific phases of development - to map development lifecycle against research lifecycle.
Just 13% of consumers now think D2C brands have a trendy aesthetic -- a 50% drop in just two years.
"To you from failing hands we throw the torch for you to hold it high," Brian Wieser said, praising Kate Scott-Dawkins as GroupM's new chief ad industry forecaster.
In a dramatic industry move, Disney has ousted Bob Chapek as CEO and brought back Bob Iger to the role effective immediately. Disney made the announcement Sunday night.
Walt Disney just revealed the possibility of a more difficult near-term future where unsteady, steep losses from its D2C businesses could affect the whole company.
While 2022 and 2023 may not experience the kind of "planetary realignment" forecasters cited at the end of 2021, a MediaPost analysis shows relatively sustainable growth thanks to new, previously
undiscovered bodies of ad spending.
Brands with in-house teams are 82% more likely to use AR than external agencies, according to research from Emodo Institute. The report analyzes ad-creative preferences and trends with a focus on the
adoption of creative formats such as AR, DCO, and Native Advertising, and provides insights on the appeal and effectiveness of these formats and the correlations between creative strategies and
"Ad budget cuts are being led by former emerging categories that have run into massive headwinds owing to changes in consumer behavior and the funding environment," BMO's Daniel Salmon writes in a
report sent to investors this morning.
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
Brands hope to improve their customer experience and improve personalization by exploring new channels, according to a study from Productsup, conducted by Forrester.
Through surveys and data, Joybird found their customers wanted more inspiration and engagement when shopping to style their rooms. In response, at MediaPost's D2C Insider Summit, Eric Tsai, the
furniture retailer's vp of marketing & business development, shows us how they turned to a 3D planner tool on Pinterest. It enabled shoppers to click on a photo, drag it into a scene and create a
customizable 3D design space; resulting in greater engagement, a 50%+ lift in AOV and an enhanced shopping experience for their customers.
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.