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New VAB Study: Key to Success for Top DTC Brands

Analysis: 30 DTC Brand Examples Prove Link Between a Total Audience TV Buying Strategy and Business Growth

The Video Advertising Bureau (VAB), the voice of the video advertising industry, released The Secret of My Success: Examining The Winning Marketing Strategy That’s Fueling High-Growth DTC Brands, an in-depth custom analysis of the marketing and media investment strategies of some of the fastest-growing DTC brands.

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VAB analyzed the following 30 brands, who are each embracing a total audience marketing strategy to successfully fuel business outcomes. The featured brands are:

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Away 

Babbel 

Betabrand

The Bouqs Co.

Boxed 

Casper

FabFitFun
Hims

HomeAdvisor 

Keeps

Marley Spoon 

Fanatics

Glossier

GovX ID
Metromile
MVMT

Offerpad

Proper Cloth 

Purple
Redfin

Ring 

Sun Basket 

Thumbtack
Tommy John

Touch of Modern
VRBO
Warby Parker
Wayfair
Zillow

Zulily 

“Our analysis proves marketers who target all consumers and broaden beyond traditional buying demos experience significant financial upside,” said Danielle DeLauro, Executive Vice President, VAB.  “KPIs including customer base growth, website traffic and revenue are all impacted by shifting to a total audience mindset, which for data-driven DTC brands is a winning component of their success.”

Since 2017, the 30 DTC brands analyzed have invested over $3 billion in TV advertising, significantly increasing their presence on the platform. Among the outcomes of brands’ expanded investments:

  • This equates to over 600 billion national TV impressions over the time period for these 30 brands, with 70% of the delivery towards adults 50+.

  • The exposure to this adult 50+ audience resulted in the influx of new consumers through the digital storefronts of the 30 brands.

  • This drove clear business results with exponential growth in consumer action and digital engagement across brands: from Q1 2017 to Q1 2021, unique visitors per month increased by an average of 63%; total visits per month increased by an average of 135%; and total minutes increased by an average of 89%.

  • Annual revenue substantially increased across brands, e.g. Casper revenue increased by 28% ($230,106 to $485,028), Redfin revenue increased by 34% ($370,036 to $886,093) and Zillow revenue increased by 46% ($1,076,794 to $3,339,817).

Within all examined brand categories—e-commerce/online delivery, real estate, home, travel, personal care, apparel/accessories and lifestyle—an analysis demonstrated that an increased TV investment, combined with a total audience TV buying strategy, resulted in clear business gains as measured in key metrics including revenue and website traffic.

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[To share your insights with us, please write to sghosh@martechseries.com ]

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