Need evidence that mass media is increasingly addressable? Try this study from Comcast-owned FreeWheel Research reports that 40% of all ad views were delivered on a connected TV device in 2018. Half of advertisers and agencies combine the buying of digital video and linear (broadcast) TV today and 91% say they will by 2021.
Connected TV means more than addressing individual consumers: it means consumers can buy things through their video device. Sure enough, this study from Telaria and Hulu shows that connected TVs are the medium of choice for buyers of direct-to-consumer (DTC) brands. DTC buyers spend 70% more time streaming TV than using social media and 80% of DTC shoppers think DTC brands give them a closer relationship than shopping on Amazon. Serving this market is another way that Publicis will benefit from Epsilon’s direct marketing heritage.
The CDP Institute educates marketers about the issues, methods, and technology used to manage customer data, with a special focus on Customer Data Platforms. Join the CDP Institute for free access to valuable information and insights.