LOS ANGELES – The growth in e-commerce has spawned a variety of digitally native and direct-to-consumer (DTC) brands. As those marketers grow, they are developing television advertising campaigns to reach a wider group of potential customers.
“We’re all customers in the direct-to-consumer space. The idea of going directly to a store is no longer the only way we’re interacting with our favorite brands,” Scott Berger, vice president of direct to scale at NBCUniversal, said in this interview with consultant Zach Rodgers at Beet.TV’s Beet Retreat.
The spectrum of DTC brands includes everything from consumer packaged goods to at-home fitness products. Those marketers expanded their TV ad spending by almost 12% from a year earlier during the first six months of 2021, according to measurement firm iSpot.TV.
Amid the sudden shifts in consumer shopping habits in the past couple of years, DTC brands have adjusted their marketing strategies to drive results. Berger said DTC brands can harness their first-party data while developing campaigns with NBCUniversal’s suite of ad products. The offerings include its One Platform and premium video for linear and connected TV (CTV) platforms.
“What’s most exciting about that is they have a blank canvas as opposed to many of our legacy advertisers that we’ve been working with for decades,” Berger said. “The first place that these DTC brands are typically allowing themselves to test and learn, which is of utmost importance, is through CTV. We’re here to help them grow their businesses and scale.”
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