How Traditional Brands Can Catch Up to DTC Brands with Video

Video presents brands with a unique opportunity to engage consumers in an interactive dialogue  learning how their customers think and feel about them. But while DTC brands have seized on this, traditional advertisers are still struggling to understand the value and how to capture attention.  Cindy Brown, CRO, ViralGains advises traditional advertisers on how to unlock the potential of video.
 
 
Cynopsis: How have traditional advertisers fallen behind DTC brands on video?

Cindy Brown: Despite traditional brands investing heavily in digital video advertising—a projected $27 billion on programmatic this year—DTC brands continue to take a significant bite out of their business. As it pertains to digital video advertising, traditional brands have focused on audience reach and impressions, where DTC brands have focused almost entirely on the individual consumer and storytelling. This has resulted in traditional brands considerably lagging behind DTC brands.

Cynopsis: How can they close the gap?

Brown: There are several strategies that traditional brands can implement today to begin closing the gap and capitalize on digital video.

Traditional and DTC brands may emphasize social platforms like YouTube and Facebook, but it doesn’t mean that they’re both getting the same results or driving the same impact. Traditional brands can benefit from diversifying and expanding their media portfolio to include the open web and CTV instead of focusing on social platforms. Advertising on Facebook and YouTube is costly, offers little to no transparency, and faces regular brand safety issues. By going outside of the walled gardens, traditional advertisers can lower costs, expand reach, and collect first-party data they can leverage in subsequent campaigns. CTV can also help advertisers reach entire households and create brand awareness amongst influencers, decision makers, and end users within the home, all at once.

Traditional advertisers have long treated digital video like TV—repurposing TV ads as video ads, using legacy media metrics to measure campaign success, and investing in old school behavioral buckets—but it’s high time for the industry to move away from that line of thinking in order to unlock the unique capabilities of digital video. By thinking outside of the box and leveraging digital video for the interactive and engaging format that it is, traditional brands can ensure they’re not only reaching the right audiences, but also creating personalized and relevant digital stories that drive impact by placing the voice of the consumer at the heart of their advertising. 

Related Stories

12/02/21: Trevor Noah gets a repeat Grammys performance

Trevor Noah

  A CYNOPSIS MESSAGE FROM HALLMARK CHANNEL A Thanksgiving Ratings Feast! Hallmark Channel #1 Most Watched Cable Network Thanksgiving Week with W25-54 & W18-49 ***INCLUDING NEWS & SPORTS*** Outperforming the Nearest Competitor by a staggering 40% with W25-54 #1 Most-Watched Cable Net with W25-54 EIGHT STRAIGHT YEARS Click here for source.   […]

12/01/21: Cynopsis Jobs

Shaking Hands

  DIRECTOR OF MARKETING AND COMMUNICATIONS EARTHXTV DALLAS, TX Manage all aspects of consumer marketing and development; increase the visibility of its programs. Develop and refine messaging to connect our work with key audiences. Campaign leader for programs, events and initiatives. Manage, mentor and coach junior members. 10+ yrs exp in marketing/advertising position. Full info […]

12/01/21: Kelly Day jumps from ViacomCBS to Amazon

Kelly Day jumps from ViacomCBS to Amazon

    Wednesday December 1, 2021 Today’s Premieres Amazon: Blippi’s Treehouse Bravo: The Real Housewives of Orange County at 9p BritBox: The Tower Fuse: Don’t Cancel Me With Amara La Negra at 11p Hulu: Candified: Home for the Holidays Nat Geo: Trafficked with Mariana van Zeller at 9p Netflix: Kayko & Kokosh, JoJo’s Bizarre Adventure: […]

CynCity

Cynsiders