While U.S. ad spend on CTV is expected to reach $18.29b by 2024, direct-to-consumer (DTC) brands have been much slower to make the move—with most continuing to allocate the majority of their budget to social and search, their longtime go-to channels for customer acquisition.
Product Insights Marketing Manager, Brittany Paril, recently discussed why there’s never been a better time for DTC marketers to invest in the CTV/OTT space—and why working with a trusted, experienced media partner is crucial. Here’s a look at the top reasons CTV/OTT is a beneficial part of the media mix and the unique opportunities it provides DTC marketers:
1. Deliver ads within a high-quality, engaging environment.
CTV/OTT doesn’t suffer the same trust issues as social, making it more likely that viewers will interact with ads given the high-quality, lean-in format of these channels.
2. Take advantage of greater scale and unique inventory options.
While the social and search spaces have become saturated, CTV/OTT provides a much broader selection of devices, platforms, and channels for DTC brands to reach audiences on.
3. Achieve more precise personalization.
Just as DTC customers want the curated, personalized experience they get from their favorite DTC brands, CTV/OTT advertising provides advertisers the same capability for reaching the right audience—offering various targeting levers that they can activate based on their specific goals.
4. Leverage direct attribution measurement.
With the right data partner, DTC brands can measure the specific actions (site visits/purchases, store visits, app downloads, etc.) users take as a result of being exposed to the brand’s OTT ad.
5. The channel is ripe for disruption and growth.
CTV/OTT gives them an opportunity to differentiate their brand in a relatively untapped market. Because this channel is still relatively undiscovered by most DTC brands, it’s a prime opportunity to grab the attention of this valuable audience before your competitors do.
You can check out the full article on Street Fight. Whether you’re a DTC marketer just getting started in the CTV/OTT space or looking to take your campaigns to the next level, Digital Remedy is here to help. To learn more, speak with a member of our team—and be sure to follow us on LinkedIn and Twitter for the latest updates.