How online brands can get started with TV advertising

Alex Brownsell

Research on the ways in which e-commerce businesses can benefit from TV advertising.

E-commerce businesses are a growing presence on TV screens. According to The Global TV Group, direct-to-consumer (DTC) brands represent the fastest-growing category of TV advertisers. Across the 15 markets tracked by the grouping of trade bodies for TV companies and sales houses, total TV spend by DTC brands more than doubled between 2015 and 2020.

However, many online start-ups remain reluctant to invest in TV advertising, not least as a result of a dependence on performance marketing channels like search and social media.

To encourage those brands to take the plunge – and to point out the benefits...

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