SmileDirectClub CMO Shares How the Company Is Experimenting With Connected TV Ads

Brand is incrementally increasing the amount it spends on streaming services

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SmileDirectClub has been investing more of its advertising spend on connected TV platforms in hopes of reaching cord cutters.

Speaking at Adweek’s Challenger Brands Summit in New York last week, SmileDirectClub’s chief marketing officer John Sheldon said the six-year-old company began experimenting with connected TV ads two years ago. Since then, the investment in the experiment has grown from roughly 2% of the brand’s overall TV spend to more than 20%.



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