Archive for DRTV

Importance of Holiday Marketing

Importance of Holiday Marketing

Marketing a business or product both on TV and digitally can have seasonal importance around holidays at a time when people may be more inclined to spend. Marketing around holidays is essential for some businesses. In fact, holiday marketing over the years has become its own entity. The holidays can be ideal time for growth and awareness of a company’s brand. The right holiday D2C marketing campaign has the potential to retain existing consumers and obtain and attract new ones. It can also drive sales significantly. In fact, it is during the holidays that some marketers receive the bulk of their yearly revenue. Here are some ways that companies strategize around the holidays to best optimize for strong sales.

The first marketing strategy is offering discounts or promo codes to their landing pages, via email, SMS, social media or even on their Amazon site. Americans, especially in today’s economy, are price conscious shoppers. They know that businesses are constantly competing against each other. Offering discounts makes consumers more inclined to purchase rather than just browse. Planning ahead and distributing a series of short-term discounts that change weekly is a great way to incentivize consumers. Digital coupons are ideal because they do not cost anything to give out and they help increase consumer engagement and retention for both new and existing customers.

Another marketing strategy is providing consumers with options for gift ideas or other holiday related items. With this strategy, it is most important to fully understand who your target audience is. So many people have a hard time deciding what kind of gift they want to buy for friends and family. One huge trend that has become very popular especially on social is influencers and even celebrities endorsing products via fun videos. People always want a sense of familiarity. They want that sense of comfortability that what they are buying is legitimate. And what better way than to watch a short video of someone you trust using a product or better yet, giving their honest reviews on it! Using an influencer or celebrity whether it be in an infomercial on tv or through digital advertising to demonstrate using products is an excellent resource for marketers and really helps drive sales.

Nowadays, most people, especially millennials and Gen Z, do almost everything on their phones. They love the convenience of having a device that allows them so much possibility and immediacy which enables them to make purchases with discount codes right then and there from an ad or a video that sparked their interest. Optimizing a company’s online store to be mobile friendly and setting it up in the easiest, quickest way for consumers to make a purchase and has had a huge impact for sales.

Positioning it where there is a simple link that a customer clicks on to bring them directly to a landing page or enabling a “buy now” where they don’t have to leave the page to purchase is a great way to ensure the customer can have a seamless best buying experience from start to finish.

Enticing shopping around any holiday is a marketer’s dream and encouraging people to have a generous spirit that will feature products that score big points with loved ones is huge. With proper planning and strategies in place, a company has the potential to obtain its highest sales volume around the holidays and get the most out of their marketing dollars.

Advertising Trends to Look Out for in 2023

Advertising Trends to Look Out for in 2023

The days of simplicity in digital advertising are long gone. No longer will a simple post on social media or a captivating video on YouTube alone garner sales. Rather, both the consumer and digital advertising platforms continue to evolve. Digital advertising continues to be at the leading edge of brands heading into the new year and there are several trends’ marketers need to keep an eye out for in 2023.

The first trend to be mindful of is advertising through OTT and CTV. A CTV is a device which supports content streaming that is either connected to or embedded into a television. Some examples of CTV’s are Xbox, Roku, Apple TV, PlayStation, and Amazon TV. OTT is video on demand. This is streaming video content directly on the internet and connected to a computer or TV. There are many popular streaming services such as Netflix, Amazon Prime, and Hulu. Both OTT and CTV have enabled more and more consumers to do away with cable subscriptions and rely solely on the internet to stream content. Typically, streaming ads opens the opportunity to captivate a younger audience who may have disposable income. To build a much deeper connection with consumers, brands are turning to streaming in addition to their linear TV advertising. While costs are still relatively high, expect to see a greater share devoted to these platforms and hopefully prices will start declining.

The second trend is influencer marketing. This trend had been present in the advertising space for some time, but has shifted in how influencers are selected and compensated. A relatable person as a testimonial helps bring a human element brand and is viewed as genuine and authentic. TikTok is the most popular app which influencers have been utilizing to advertise brands. By using the trends which are already popular on the app, this gives the influencer a chance to “connect” with the consumers on a relatable level. While TikTok has some growing up to do regarding attribution and ROI, expect to see more in beta test this year.

The third trend is advertising in the metaverse. This is something that is being overlooked. With a down economy and an overall uncertainty on Crypto, there is still one major thing to take away from the new age of the digital world. And that is that the Metaverse is still around. There has been a tremendous slow start, but the Metaverse has a foundation to grow. There are numerous big-name companies with different sectors which have invested heavily in the metaverse. Wait and see what develops.

The fourth trend is social commerce. Social commerce is a more validating experience for users. Mobile will be the biggest driver for social commerce in 2023. Consumers are following pages from multiple commerce apps such as Pinterest, Instagram, Facebook. Consumers focus on comparing pricing on different platforms prior to “pulling the trigger” on purchases. Targeting a mobile audience first is something that brands will need to consider in their campaigns. Brands need to strive towards building trust online. A great way to execute this is by interacting with consumers and encouraging conversation. The big advantage of this is it makes a brand more appealing, trustworthy, and legitimate. The social media platforms that continue to drive social commerce are TikTok, Pinterest, Instagram, and Facebook. An uninterrupted shopping experience from viewing an ad to checking out is highly valued by consumers.

The fifth trend is gaming. Or G comm. With large swaths of people turning to gaming to calm nerves, stress and help with low moods, immersive gaming advertising is predicted to explode in 2023. Not only is it a great place to capture the Gen Z and Millennial base, but older demographics have increased use since the pandemic as well.

2023 promises new and exciting opportunities in the realm of digital advertising. From using streaming services to utilizing the Metaverse, these c trends provide additional foresight for advertisers. They are able to focus on which trends are working and which are not. The overall goal is to capture the attention of the consumer. And with current technology they have been given great opportunities to do so. With technology continuing to advance, these trends as well as future trends will be a guiding light for advertisers to share their brands in multiple facets and reach consumers where they are.

Advertisers Forced to leave Twitter

Advertisers Forced to leave Twitter

A company’s morals and ethics gravely impact an advertiser’s level of comfortability with being associated. For years Twitter has had great success with social media marketing as well as being utilized as an outlet for digital advertising & marketing. For consumers, Twitter has always been a haven for people to say what they were feeling. It was a place where they could say things that they couldn’t get away with doing elsewhere. However, there were still some rules and restrictions to this.

Most recently with Elon Musk buying out the company he has made it an open-door policy, and anything goes. People who were once banned are now allowed back to the platform. Digital Advertisers along with many other users are jumping ship. With their main concern being brand safety, the fact that the owner of Twitter has become a Twitter troll and Twitter being lawless are enough reasons they need to pull away.

For the majority of 2022, Twitter has been battling back and forth with Elon Musk. He has been waffling back and forth where he wants to buy the company and then changes his mind. With Musk in charge there will be major consequences for Twitter and people are fleeing right and left. There have been massive firings, angered staff and anybody has the given right to tweet whatever they desire. This has a major impact on marketer’s comfort level with utilizing the app. Advertisers have decided to part ways with Twitter to protect their brands. There has been no official indication yet, but it is more likely that advertisers who jumped ship will allocate more interest in other outlets such as TikTok and Facebook to display their ads. Other forms of advertising such as DRTV, DTC & CTV will also be affected negatively due to companies no longer providing their Twitter “Hashtags” in their ads.

Due to all these hardships this prominent company is experiencing, advertisers continue to properly strategize and think of alternative means of running their ads and promoting their brands. Companies are deeply committed to serving their consumers and they rely heavily on the power of social media. Unfortunately, for many advertisers Twitter will no longer be a part of their digital advertising delivery mix. Therefore, it is crucial for them to have an omni channel strategy. Although we are in the early stages of Elon’s ownership of Twitter, it should be very interesting to see how the other social media platforms are affected in the long run.

Cookies, Privacy Issues and Ad Blockers? Problem solved with gaming.

Cookies, Privacy Issues and Ad Blockers? Problem solved with gaming.

Direct to consumer (D2C) advertisers are constantly seeking innovative ways to get their ads in front of the right audience. In game advertising is proving to be an effective method that allows D2C marketers to reach an engaged target audience. Gaming platforms are interactive and immersive, and marketers can reach their audience without gamers leaving the platform. Welcome to GComm!
Unlike other digital platforms, gaming serves up ads with first part data. Digital advertisers don’t encounter ad blockers and privacy issues, since the gamers are all opted into the games. In addition, most games accept a wider variety of products that are prohibited on other platforms, such as CBD products or adult themed products. There is also more creative freedom in the ads, such as displaying before and after photos, restricted on other digital platforms.

As smaller D2C marketers cringe at the shrinking ROI on Amazon due to larger marketers taking over their products with larger ad dollars, gaming does not suffer with this type of take over. Thus, smaller marketers can shine brightly without their star products being pummeled the way they are on Amazon.
An additional advantage in gaming advertising is the brand awareness that it generates. While D2C advertisers are mostly concerned with ROI, brand comes into play as well here. Due to the unique format and placement of the ads, it gives users a longer exposure to them. They can even design the ads look to appear as a part of the game, which avoids any distraction to the gamers and allows them to still be engaged and enjoy playing, thus increasing purchasing options.
One of the things that makes in game advertising so unique and successful is its ability to frequently bring in returning users. Since gamers have an enjoyable experience, it generally results in a higher engagement rate and thus the gamers return to play the same games. This opens a prime opportunity for marketing and advertising for different brands.
In game advertising has been an underutilized media for the past few years. However, it is growing larger by the day. D2C marketers can now tap into this exploding marketplace and enjoy the many benefits of GComm without the pitfalls of other digital platforms.

Ad blockers, Cookies and Privacy Issues Send People to DRTV Once Again

Ad blockers, Cookies and Privacy Issues Send People to DRTV Once Again

D2C and Ecomm marketers have enjoyed a robust several years of advertising products and services. Advertisers utilize many different outlets to run their ads. Today, they are facing major issues due to ad blocking software, impending elimination of cookies for tracking and opt-outs from IOS, and other privacy concerns. Advertisers are paying for audiences and more and more these things prevent ads from ever being seen. Thus, the ads never reach their full intended audience. And the audience that receives the ads is becoming more and more expensive to reach.

For the past year plus, direct to consumer advertisers are paying more for less ads being seen. This has a negative impact on ROI for marketers.
To make matters worse, there are many more restrictions on digital ads oftentimes than there are on linear media. Certain categories are restricted, the use of before and after photos can be an issue and the bots who shut down ads with no notice and oftentimes with no rationale can make the digital experience more and more of a challenge.
So, what is a marketer to do? Believe it or not, DRTV is becoming a much more viable option. TV ads cannot be blocked, there are no privacy issues and there is confirmation of ad delivery through the networks. The reach is larger and broader and while attribution remains a thorny issue, there is a halo effect from TV to landing pages as well as Amazon, so it lifts all boats on other platforms.
With multiple DRTV lengths to choose from: 28:30, 5 minutes, two minutes, one minute and even shorter lengths, a marketer can tell their story to a wide audience and drive sales and leads through phone calls, web site and even to Amazon.
With all the problems advertisers are facing in the digital landscape, DRTV can and should become a key part of the advertising mix. And with less expensive first quarter media rates coming soon, now is the time to plan.

Can YouTube finally be the next Frontier for DRTV marketers?

YouTube has been a household name since 2005. As technology continues to evolve, YouTube has learned to adapt to the needs of their consumers and marketers. In the early You Tube years, DRTV marketers had a rough time on You Tube with positive ROI, conversions and D2C performance metrics. Since the pandemic, videos that are much like short form DRTV are running successfully on YouTube with 800#s. And all age demographics are using it as a major source for education, information, and search.

In the past year, YouTube has been booming with content and performance, especially for ROI.  According to recent YouTube stats, this renowned world-wide video sharing platform currently has over 2.6 billion users. The only other platform that outweighs them to date is Facebook.

YouTube has recently announced the addition of some new and exciting features. The biggest feature is a new analytics tool which is based on the user’s interaction, search, and engagement activity. It shows D2C marketers how their viewers are interacting on the platform. This helps gather a better understanding of their audience and helps them decide what kind of videos are most connecting with consumers.

Another innovative function of these new features is providing the ability to see the specific kinds of videos that are currently trending. This has been a popular element to other platforms like TikTok.

As technology continues to expand, YouTube is trending to keep pace with progress. Due to its easy accessibility, it has an unbounded reach and continues to be a great resource for advertisers, content creators and consumers globally.  Is it finally time for DRTV marketers to fully embrace You Tube as a viable platform for sales and conversions? Many D2C folks are taking the plunge and doing just that.

Another great way to utilize the power of You Tube is to test short form campaigns on You Tube prior to testing on air. For very small media dollars, marketers can get a litmus test of how different creatives are performing and making any tweaks prior to moving forward with a more expensive media buy on TV.

Influencers: For Every Age

Influencers: For Every Age

When digital advertising is becoming more challenged, the concept of “being influenced” can play a huge role in engagement, but more importantly, conversions for D2C products. Influencers as content creators can help you reach a wider net of potential customers, especially on platforms such as TikTok. Their content can be more authentic, and therefore consumers place a greater level of trust their opinions, much in the same way testimonials were used in infomercials.

Influencer marketing is beneficial for all age groups, not just Gen Z. The success rates of older influencers are on the rise, and proving effective for brand awareness and direct conversions on all platforms. There are plenty of Grandma influencers on TikTok and Instagram with large followings in the boomer and senior market. Their followers are as passionate as younger generations and are influential within categories such as home improvement, health and wellness, beauty, anti-aging and more.

Influencer marketing, in general, is so effective because of its ability to enhance the word-of-mouth aspect for a product. People build online relationships of sorts with these creators, and seeing an authentic user experience from an influencer makes consumers 30% more likely to make a purchase. This can be particularly useful within older target groups, as they are more likely to take the recommendation from someone they can relate to.

The explicit benefits of utilizing influencers are that it:

  1. Pushes conversions.
  2. Increases brand reach and awareness to find high potential customers you might not have been able to get without their followers.
  3. Builds credibility and trust within your audience, as it establishes a certain level of familiarity through that person and to the brand.
  4. Boosts SEO and drives purchase intent.
  5. If you find the right influencer, you can get inexpensive content created to keep refreshing creative for your ads, which can fatigue more quickly, especially on TikTok.

Reaching out to influencers can be tricky, but you may be able to message them directly through email,  sometimes through a link on their bio, DM them on platforms that allow for it, or utilize third-party apps. TikTok has a new area which allows pre-approved companies to reach out directly to content creators. This is a new feature which no other social channel provides yet. Third party Apps like GRIN allow you to refine your search for the perfect influencer for your brand, choosing their audience size, engagement stats, demographic, and even geographic location. But they can also be pricey with hefty monthly fees. So if you can do the research yourself, you can conserve those funds and have enough to pay the influencer.

You can negotiate a fee per video with an influencer and/or give them commission for sales using specific hashtags and promo codes to track conversions.

Using influencer marketing for D2C brands is all about utilizing the right influencers followed by your target audience and cutting the right deal to maximize ROI.  Micro influencers (those with less than 10,000 followers) can sometimes be more effective than those with millions of followers, so don’t base your strategy on selecting those with mega followers. They are often unaffordable and may not make sense for your business.

But, if you plan accordingly, understand the potential, and work to create an effective influencer marketing strategy, influencers of any age can bring real results! As in any type of marketing, testing, testing, and more testing can lead you to the promised land. So, whether your target is 18 or 80, influencers can help lift that boat.

Why does so much D2C advertising drive consumers to Amazon?

BANGKOK,THAILAND – ARP 18, 2020 :A woman using laptop showing Amazon logo and credit card shopping online., Inc. American international electronic commerce company.

When a DTC marketer spends money on TV, audio, social or any other channel, why does Amazon receive a huge piece of that pie? 

The answer is simple. 60% of consumers start their product research on Amazon. A large portion of consumers search various channels in search of the right product, and many eventually turn to Amazon due to its reliability. It is important to build a trustworthy relationship with your consumers, which is something Amazon has been successful at. Many brands also turn to Amazon advertising, although not happy about giving away a larger share of their profits.

If a consumer sees an ad anywhere, they are more likely to check Amazon before checking your website or calling your phone number. Whether we like it or not, that is what the consumer feels most comfortable with.  Thus, many brands are actually driving directly to Amazon.  And when brands do that, Amazon rewards them with discounted fees and retargeting.  

As digital advertising continues to increase, regardless of where the ads are viewed, consumer preferences become more understood. As customers are getting more selective with their purchases, marketing products on a platform like Amazon that almost guarantees recognition, loyalty, and sales not only seems like the right idea but a necessity.  As marketers, we must understand that regardless of what we want, we must be where the consumers are.

No matter where you advertise, Amazon has remained consistent as a tool to provide a substantial lift for advertisers and brands. They continued to provide new opportunities and sales for smaller brands and businesses and can be a  successful partner. If you can’t beat them, join them.

Is TikTok setting alarms off at Facebook?

Is TikTok setting alarms off at Facebook?

In 2012 94% of teens had a Facebook account. Now ten years later only 27% of the teenage
demographic say they are on the platform. Where have they gone and will Meta owners of
Facebook, Instagram, and WhatsApp be able to evolve the platforms to stay relevant and
survive? How will this affect digital advertising for direct to consumer (DTC) brands?
Even though Facebook is the largest social media platform with 2.9 billion monthly users, they
have faced tough competition from TikTok. TikTok’s user base continues to grow as does the
time spent on their platform, and they have seen increased ad revenues. TikTok also dominates
the audience once owned by Facebook.
TikTok’s 1 billion monthly users they spend 90+ minutes a day on the platform. Facebook and
Instagram demographics skew considerably older and use the platform about 29 minutes a day.
And best of all, 46% of TikTok users report that they have made a purchasing decision based
on reviewing something on the platform.
In the past when Facebook found that people were spending more time on other social
platforms, they purchased their competition: i Instagram, which it bought for $1 billion in 2012
and WhatsApp for $19 billion in 2014.

Today, instead of purchasing their most dangerous threats, Facebook has decided to be more
like them. Two years ago, to compete with TikTok, Facebook released its own TikTok-like short
form video known as Reels. Reels can be seen on both Facebook and Instagram. However,
people have reported that many Reels are just reposted TikTok videos. Recently Facebook
added a new viewing feed with a “TikTok-like feel” that displays content from people who aren’t
your friends. This “Feeds” feature uses algorithm-curated content and accounts for a fifth of the
content viewed. Even with the views, it doesn’t appear that Reels has done what Facebook had
hoped: having users create and share more content on their platform.
What does this mean for advertisers? The social media advertising landscape is shifting, and
DTC brands need to adapt to meet their customers where they are on each platform. For DTC
brands this means the power of TikTok can not be underestimated, especially for reaching the
Gen Z and millennial demographics.
Even with competition from TikTik and others Facebook is still bulldozing along. Despite
ongoing controversies and emerging competition, Facebook still remains the largest social
platform among consumers and marketers. But let’s face it, their user base is aging and their
CPMs rising. People of all ages now gravitate to video-sharing platforms like TikTok and brands
will need to invest in TikTok advertising to meet them where they are. It is unlikely that
Facebook can maintain its total dominance over social networking forever.



With $2.5 trillion in buying power, the Hispanic market isn’t just an opportunity, it’s a necessity for direct to consumer (DTC) marketers.  According to the 2020 Census, Hispanics make up nearly 20% of the U.S. population, and accounted for 51% of all new population growth. Additionally, Spanish is the second most common language spoken after English in the U.S., with over 41 million people speaking the language. This market is huge,  but according to the Hispanic Marketing council only 6% of the marketing industry’s investment is spent on the Hispanic community.  That leaves a large, untapped market for advertisers to connect and engage with. 

In the past, advertisers would often simply “transcreate” their English ads into Spanish. However, over the years advertisers have learned that this can appear disingenuous and may actually offend the target market.  

Today, although under invested in advertising, this market has evolved.  In recent years advertisers have found success with these tactics. 

  1. Bilingual content: Marketers have Integrated Spanish into their primarily-English Hispanic advertising campaigns, by using Spanish words, phrases, and quotes that appeal to a bilingual audience. 
  2. Culture: Even more important than the language is culture. According to Refuel’s Hispanic Explorer Series™ 2021, Hispanic audiences respond more to ads that reflect their culture, therefore it is important that the audience can see  themselves reflected in advertisements. It is important to ensure that their messages come across as authentic and avoid stereotypes and cliches. 
  3. Spanish at all touch points: Instead of just a Spanish language DRTV ad, social media ad, email, or video ad, advertisers have created landing pages in Spanish, so that Hispanic consumers have a consistent experience across channels when they interact with the brand.
  4. Social media: Social media is a powerful way to reach the Hispanic audience.  Studies indicate that Hispanic consumers are 30% more likely to use any social media than the general population. Tiktok specifically over indexes for Hispanics with 1 in every 5 regular users being a Spanish speaker.
  5. Influencers: More advertisers are using Spanish speaking influencers on social media who can help promote products and services to their audiences to help conversions and sales.

So in these recessionary times of shrinking budgets, perhaps more consideration can be given to the Hispanic consumers, a neglected yet loyal demographic.