Partners + Insights Series with TVSquared: DTC Trends

May 11th, 2020

Written by Dominique Dajer

This month we launched our Partners + Insights Series, a weekly webinar, to support and connect our clients, partners and colleagues with additional resources to navigate this challenging time. We’ve invited some of our most valued partners to  share their team’s insights to aid in decision making across audience and geo targeting, program buying, and selecting TV platforms. 

In our premier session, our VP, Data and Research, Justin Rosen, was joined by TVSquared’s President, Jo Kinsella, to dig into the trends in DTC that TVSquared is seeing in the current COVID-19 climate. Together, they discussed: growth; opportunities and results across verticals; impacts on brands that have stayed on air during the pandemic; the increasing need for an audience-first approach and how to drive industry change together. 

When Justin asked Jo how TVSquared is ‘moving TV forward’ she replied: “It’s about the revolution of bringing more accountability to the TV industry. COVID-19 has forced us all to pause and do more with less.” 

KEY TAKEAWAYS 

On the topic, DTC trends, Jo focuses on the changes around performance marketing: 

  • DTC has set the trail blazing around digital native behavior as it pertains to TV. The new normal is all about outcome-based planning and buying that tie back into consumer advertising and KPIs. It’s always ‘on, Jo explains.  People are used to consuming digital and measuring its performance in real time. Moving towards addressable buying provides opportunity for more efficient performance marketing. 
  • DTC categories that have seen recent growth in website traffic (between 100% – 200%) during stay at home orders are: home improvement, online education, food and alcoholic beverage delivery brands, health and wellness apps. 
  • Brands are maximizing reach and response by strategizing OTT into linear TV buys and going beyond buying age/gender demos. 

Tune into the full session here, to understand Ampersand’s partnership with TVSquared, the shared insights, and why there is no better time for TV advertising than now! 

Register for our following three Partners + Insights sessions here!  

May 14th: Foursquare – Ariel Segal, Director, Insights and Analytics  

May 21st: VAB – Danielle Delauro, EVP 

May 28th: KANTAR – Stephen DiMarco, US Chief Digital Officer 

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