Ecommerce News

Scrappy DTC Brands See TV as an Opportunity to Reach New Audiences in the Pandemic

Roughly half of new television advertisers in the first half of the year were direct-to-consumer companies

a woman in black dancing on the left, a man in a green sweater and gray jeans in the middle, and a woman in a red hoodie and gray shorts on the right — Ecommerce brands are exploring television ads for reaching consumers that are stuck at home.ChefBoyRg

By Richard Collings

While many brands have been focused on cutting costs during the pandemic, a new generation of direct-to-consumer (DTC) brands saw an opportunity to reach a captive audience via their televisions.

More than 1,200 DTC brands this year to date, beginning in March, are new to television and are in full experimentation mode, according to Sean Muller, CEO and founder of TV ad measurement firm iSpot.tv. In fact, more than any other TV advertising category, “the whole direct-to-consumer sector continues to show growth,” including in fourth-quarter holiday-themed spending, said Peter Olsen, evp of ad sales at A+E Networks.

Some

Richard Collings

Richard Collings is a retail reporter at Adweek.

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