As DTC brands reach scale, they are taking a page out of traditional brands' playbook.
As DTC brands grow and scale their businesses, many are taking a page out of the traditional brands' playbook.
Many are not only embracing traditional advertising more than ever before, but are also hiring key executives with traditional backgrounds to chart their next phases of growth. "Auction-based buying on these platforms has diluted value proposition because there is increased competition for the same type of audience, and so there is more clutter and higher CPMs," he said."So instead of prioritizing low cost of acquiring customers, they begin to focus on harnessing the lifetime value of a customer instead."
TV also adds credibility to these digitally native brands, pointed out Emily Heyward, cofounder and chief strategist at the agency Red Antler, which has worked with DTC brands including Casper, Allbirds, and Birchbox. That's particularly true with influencer fraud running rampant on many of these platforms.
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