iab-直销品牌报告：媒体和吸引消费者（英文）-2020.1-39页_2mb

Direct Brands Media & Customer Acquisition Summary (2019-2020)

Core Content Overview

This document provides an in-depth analysis of the media and customer acquisition strategies of Direct-to-Consumer (DTC) brands, based on a survey conducted by the IAB among 330 media professionals. It outlines key trends, preferences, and challenges faced by DTC brands in their media planning and buying decisions.

Main Objectives and Strategies

• Customer Acquisition Cost (CAC): More than two-thirds of DTC brands use CAC as a key marketing objective.
• Lifetime Value (LTV): A similar proportion of DTC brands also prioritize LTV.
• Paid Media Investment: 98% of DTC brands believe they must invest in paid media.
• Social Media Use: DTC brands prefer online social and streaming platforms for CAC objectives.
• Offline Media Spend: Despite the focus on digital, 41% of DTC budgets are allocated to offline media, which is as diversified as online media.

Media Selection and Partnerships

• Social Media Investment at Launch: 203 out of 330 DTC brands invested in social media at launch, with an average share of 20%.
• Media Partners: Nearly half of DTC brands (47%) use 6 to 15 media partners, showing a diversified approach.
• Content Publishers: 94% of DTC brands use content publishers, with the top reasons being brand storytelling and customer engagement.

Media Buy Drivers

• In-House vs. Outsourced: 43% of DTC brands have budgets earmarked for emerging media, indicating a growing interest in new channels.
• Programmatic Advertising: 47% of media buys are programmatic, and this number is expected to grow.
• Direct Purchases: The remaining 53% of media buys are direct purchases, with a focus on traditional and premium platforms.

Measurement and Analytics

• In-House Analytics: ~70% of DTC brands have brought analytics expertise in-house.
• Attribution Modeling: Only 31% of DTC brands use attribution models, with a majority still relying on rudimentary methods.
• Offline Media Integration: 55% of DTC brands have included offline media in their attribution models, showing an increasing recognition of its value.

Earned and Owned Media Impact

• Earned Media Importance: 70% of DTC brands believe in the value of earned media, with 55% considering it a significant contributor to brand success.
• Social Platforms: Social media is seen as the greatest contributor to earned media, with influencer video and sponsored posts being key formats.
• Brand Storytelling: Earned media is viewed as essential for brand disruption and long-term value, with examples like PR and storytelling being highlighted.

Future of Media Buys

• Top Paid Media Channels: DTC brands prioritize channels like search, social media, and digital-to-direct mail when given unlimited budgets.
• Emerging Trends: Influencer content, brand-created events, and ad-supported streaming services are gaining traction.
• Diversification: The document emphasizes the need for a balanced approach between online and offline media, with a growing emphasis on personalization and emerging platforms.

IAB Overview

• The IAB is a trade association that supports the media and marketing industries in the digital economy.
• It provides research, education, and technical standards to help brands and agencies succeed.
• The IAB also advocates for the industry through public policy efforts in Washington, D.C.

Strategic Partners

• Google: A leader in digital advertising, offering platforms like Search, YouTube, and Google Play.
• Hulu: A premium streaming service that provides access to live and on-demand content from major networks.
• Pinterest: A visual discovery engine with over 300 million monthly users, used for inspiration and engagement.