2021年D2C品牌和全球科技公司电视广告投资报告（英）-36页_11mb

报告摘要

Summary of the Global TV Deck Document

Core Content

The document provides an analysis of the growth and significance of Direct-to-Consumer (DTC) brands and major technology companies (FAAAM) in TV advertising across multiple countries from 2015 to 2020. It highlights the increasing investment in TV by DTC brands and tech giants, emphasizing the effectiveness and reach of TV as a marketing channel in comparison to digital and social media.

Main Points

DTC Brands and TV Advertising

DTC brands are among the fastest-growing and most successful in the market, and they are also major spenders on TV advertising.
TV advertising is effective for DTC brands due to its ability to drive broader reach, improve KPIs, and reduce customer acquisition costs.
Testimonials from industry leaders indicate that TV remains a strong channel for brand growth and performance.
DTC brands are data-driven and use analytics to optimize their media spend and creative content.
DTC brands focus on consumer-centric strategies, including excellent customer service, fair pricing, and simplified buying processes.

Growth in TV Spend by DTC Brands

Total TV spend by DTC brands more than doubled from 2015 to 2020 across the 15 markets investigated.
In the U.S., DTC brands spent nearly $5 billion in 2020, which is more than triple the amount spent in 2015.
In Canada, DTC TV spend more than doubled since 2015.
In Belgium, DTC TV spend increased by almost 50% from 2016 to 2020.
In the Czech Republic, DTC TV spend has been increasing year-over-year since 2016.
In France, DTC brands increased their TV spend by a third from 2017 to 2020.
In Germany, DTC brands continue to build on the success of over 200 companies utilizing TV.
In Italy, DTC brands have seen steady growth, with more brands investing in TV in 2020.
In the Netherlands, DTC brands have increased their TV spend significantly.
In Portugal, DTC brands have increased their TV spend by 75% from 2018 to 2020.
In Sweden, DTC brands have increased their TV investment since 2016.
In Australia, DTC brands have seen over 70% growth in TV spend from 2018 to 2020.
In Brazil, the number of DTC brands advertising on TV increased almost ten-fold from 2016 to 2020.
In Chile, DTC brands reached their highest TV spend in 2020 after steady growth.
In Colombia, DTC brands saw a significant increase in TV spend in 2020.

Key Insights from Industry Leaders

John Foley (Peloton): TV continues to outperform other marketing opportunities on a dollar-for-dollar basis, benefiting both the brand and the bottom line.
Malte Hildebrandt (Screenforce): The trust in TV advertising is due to its proven effectiveness and positive return on investment.
Charlotte Langley (Bloom & Wild): TV helps achieve broader brand reach that is difficult to obtain through social media.
Jerry Hum (Touch of Modern): TV investment led to improved KPIs, lower customer acquisition costs, and lower sign-up costs.

Major Technology Companies (FAAAM)

FAAAM (Facebook, Alphabet, Amazon, Apple, Microsoft) are data-driven and outcomes-focused, similar to DTC brands.
These companies are major spenders on TV, particularly in the U.S., where they rank as the top TV advertisers.
In the U.S., the FAAAM group collectively spent over $2.7 billion in 2020, with Facebook leading the list.
In Canada, the FAAAM group ranked as the second largest TV advertiser in 2020.
In France, the FAAAM group collectively ranked 7th in TV spend.
In Germany, the FAAAM group collectively ranked 2nd in TV spend.
In Italy, the FAAAM group ranked 9th in TV spend.

Countries Included

North America: United States, Canada
Europe: France, Germany, Italy, Spain, Belgium, Czech Republic, Netherlands, Portugal, Sweden, UK
South America: Brazil, Chile, Colombia
Australia

Conclusion

DTC brands and tech companies are investing heavily in TV advertising, driven by its effectiveness, reach, and performance.
The growth in TV spend is consistent across multiple regions, with some markets experiencing over 70% year-over-year increases.
Data analytics and agility are key factors enabling DTC brands to optimize their TV ad strategies and achieve business growth.
The FAAAM group continues to lead in TV advertising globally, especially in the U.S., where they are the largest spenders.