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DTC Brands: Don’t Overlook TV to Drive Traffic
December 16, 2020
DTC brands all reach a point in their growth cycle where paid advertising becomes an indispensable part of the strategy. Traditionally, they first focus on low cost and highly measurable paid media campaigns on Google, Facebook and Amazon.
The ability to spend only a few hundred dollars and reach an enormous but also extremely targeted audience is obviously appealing. Moreover, the built-in attribution tools on digital channels allow early-stage startups to verify their thinking and direct ad dollars toward profitable campaigns in almost real time.
However, as paid media budgets grow and DTC brands go from early stage to emerging challenger, they will eventually have to expand their media mix to include more traditional channels. Many DTC brands are hesitant to test offline channels like radio, outdoor or television for fear of high minimum costs, inability to quickly measure and the perception that they’re outd
By Adam Seaborn, Director of Sales and Media Operations, Kingstar Media
Every Direct to Consumer (DTC) brand reaches a point in their growth cycle where paid advertising becomes an indispensable part of their strategy. Traditionally, these brands first focus on low cost and highly measurable paid media campaigns on Google, Facebook and Amazon. The ability to spend only a few hundred dollars and reach an enormous but also extremely targeted audience is obviously appealing. Moreover, the built in attribution tools on digital channels allow early stage start-ups to verify their thinking and direct ad dollars toward profitable campaigns in almost real time.