Telaria, Hulu research reveals CTV, DTC brand synergy
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Editor
| 11 April 2019

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.

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.