Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "d2c"
- As we head into upfront season, there's a reason you're hearing the term "performance media" now more than ever. Data - and the collection of it - has never been more robust.
- "Decelerating DTC growth has become a concern for investors," according to Bernstein Research.
- Linear TV networks will have 42% (114 games) of all NFL games exclusively. Just 7% (20 games) will be available exclusively on national direct-to-consumer platforms,
- Four of the five legacy media companies were down in advertising results in the first and second quarter of this year.
- "Programmers have continued to impose and enforce strict bundling requirements through exorbitant minimum penetration rates," writes DirecTV Chief Content Officer Rob Thun.
- WBD is participating in assorted bundling partnerships and entertainment bundling. With all these deals, Zaslav believes WBD is at the forefront of where streaming is headed.
- Bernstein Research estimates that for every $1 dollar spent on content, a $2 dollar revenue gain is projected for the business over the next several months -- a metric that has been improving slowly on an overall basis industry wide.
- 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.
