On TV, D2Cs Can Scale With Balance: NBCU’s Norris & WideOrbit’s Lee

Direct-to-consumer brands are growing, and they want more ad exposure. So how should TV platforms best exploit that opportunity? In January, eMarketer counted more than 400 D2C brands operating in the US. IAB analyzed 250 of them. Commonly described as including Casper, Dollar Shave Club and Chubbies, they typically got their early lift by leveraging targeting online ads, […]

 

Digital Brands Need Eyes Open When Embracing TV: WideOrbit’s Fred Lee

Digital-native brands are embracing buying ads on good ‘ol television, thanks to an upgraded range of targeting capabilities. But they should nevertheless be realistic about the kinds of super-powers they can find on the screen, says an executive whose company manages the movement of TV ad inventory across the country. “We’re seeing the shift from […]