Telaria, Hulu research reveals CTV, DTC brand synergy | Ad Tech | News | Rapid TV News
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Video advertising management software developer Telaria, in partnership with Hulu, has published new research showing how connected TV is a key channel for direct-to-consumer brands to increase reach and drive brand awareness.
DTC Telaria hulu 12Apr2019
The survey was fielded between 12 – 20 February 2019 on an online sample of 1,563 consumers aged 22-54 who watch at least seven hours of TV per week. Telaria also conducted 1:1 qualitative interviews with DTC shoppers on their shopping and TV viewing habits.

Connected TV is the medium of choice for young, affluent and educated consumers and the Emerging Alliances: How CTV and DTC Brands are Upending Traditional Paradigms for Performance-Minded Marketers research showed DTC shoppers are two times more likely to purchase a product after seeing an ad on CTV than on linear television.

In addition, DTC shoppers surveyed spend 70% more-time streaming TV each week than using social media. Their streaming TV consumption totals nearly 13 hours each week, nearly 20% more than time spent watching cable TV, and with DTC shoppers spending more time on CTV platforms, Telaria and Hulu say that it is clear that advertising on CTV is an effective strategy for growing brand awareness at an efficient cost.

Other findings in the Emerging Alliances: How CTV and DTC Brands are Upending Traditional Paradigms for Performance-Minded Marketers report included the fact that relevancy was twice as high among DTC shoppers with ad-supported streaming services than those who only have linear TV and 82% of DTC shoppers take action after seeing an ad for a DTC brand on connected TV. Of those, 51% visited the brand’s website and 47% searched for the brand online. Four-fifths of shoppers think that DTC brands allow them to experience and connect with the brand more than when shopping on Amazon’s e-commerce site.

“To date, direct-to-consumer companies have been remarkably successful in developing brand identity in an accelerated window, while simultaneously driving conversion,” said Jennifer Catto, CMO at Telaria. “But they have outgrown banner ads and sponsored posts on social media. With optimization in their DNA, they are ready to tell their story on the big screen that sits in their target audience’s living room. CTV fosters premium brand experiences through TV’s sight, sound, and motion, but is accountable to perhaps more modest budgets through digital’s measurable, data and decisioning outcomes.”