Telaria (NYSE:TLRA), the complete software platform to manage video
advertising for premium publishers, in partnership with Hulu, today
published new research demonstrating how Connected TV (CTV), the medium
of choice for young, affluent and educated consumers, is a key channel
for Direct-to-Consumer brands (DTC) to increase reach and drive brand
awareness among direct-to-consumer shoppers.
The study, titled “Emerging Alliances: How CTV and DTC Brands are
Upending Traditional Paradigms for Performance-Minded Marketers,” found
that DTC shoppers surveyed spend 70% more-time streaming TV each week
than using social media. Their streaming TV consumption totals nearly 13
hours each week, nearly 20% more than time spent watching cable TV, and
with DTC shoppers spending more time on CTV platforms, it’s clear that
advertising on CTV is an effective strategy for growing brand awareness
at an efficient cost.
DTC shoppers surveyed indicate they seek out brands that offer value,
convenience, and choice. The same set of considerations apply when
choosing their CTV/OTT services. Sixty-one percent of DTC shoppers watch
their current favorite TV show through a connected TV experience. The
study shows, that DTC shoppers who watch both linear and streaming
programming are two times more likely to purchase a product after ad
exposure than those with linear TV only.
Key findings include:
Ad relevancy was two times higher among DTC shoppers with ad-supported
streaming services than those who only have linear TV.
82% of DTC shoppers take action after seeing an ad for a DTC brand on
connected TV; of those, 51% visited the brand’s website and 47%
searched for the brand online
80% of DTC shoppers think that DTC brands allow them to experience and
connect with the brand more than when shopping on Amazon’s e-commerce
“To date, direct-to-consumer companies have been remarkably successful
in developing brand identity in an accelerated window, while
simultaneously driving conversion. But they have outgrown banner ads and
sponsored posts on social media. With optimization in their DNA, they
are ready to tell their story on the big screen that sits in their
target audience’s living room,” said Jennifer Catto, CMO at Telaria.
“CTV fosters premium brand experiences through TV’s sight, sound, and
motion, but is accountable to perhaps more modest budgets through
digital’s measurable, data and decisioning outcomes.”
To see additional data from the research, please click here.
Radius-Global was commissioned for a 20-minute online survey fielded
between February 12 – 20, 2019. Survey results are based on a sample
size of 1,563 consumers aged 22-54 who watch at least seven hours of TV
per week. Telaria also conducted 1:1 qualitative interviews with DTC
shoppers on their shopping and TV viewing habits.
Telaria, Inc. (NYSE: TLRA), is a complete software platform to manage
premium video advertising. We engineer the most robust suite of
analytics, automated decisioning, and integrated programmatic and direct
monetization tools in the industry. Global publishers require total
command of their business; Telaria’s independent solution empowers
unbiased decisions for the best revenue outcomes. Telaria operates out
of 13 offices worldwide across North America, EMEA, LATAM and APAC.