Direct Impact:

How TV Drives Outcomes For Direct‑Disruptor Brands

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Television. Be Known.

“The Wayfair brand is only a little over six years old and we’ve been able to build it as a household brand very quickly over just the last few years. Without using television, I don’t think we would be where we are today,” Niraj Shah, Co-Founder, Wayfair

“TV’s been a critical component of us getting to where we are. We saw significant movement, in a positive direction, after we started advertising on TV,”
Christine Hunsicker, Founder, Gwynnie Bee

These two quotes from direct-disruptors within the home furnishings and apparel categories, respectively, are featured within the VAB’s advertising campaign that touts the impact TV advertising has had on the success of their businesses as they effectively challenge long-time market share leaders.

Today, many categories are being transformed by new product entrants who are forgoing traditional supply chains and developing “one-to-one” relationships directly with consumers.

By their nature, these data-driven, direct-disruptor brands have all had an active digital presence since their inception. Whether through owned, earned and, in many cases, paid media, these brands have built and maintained a consumer-facing digital footprint since day 1.

However, when these brands wanted to build market share beyond a core, albeit limited, customer base they added TV as a critical component to their media mix. In short, TV is where these brands went to grow big.

In this analysis, we examine the TV spend of 50 “direct-disruptor” brands in relation to key brand metrics like website traffic, online interactions and revenue.

The brands analyzed saw immediate positive business outcomes as they entered and expanded their presence in TV, and the proof is in the numbers:

  • “Emerging” brands saw an 83% lift in their website traffic once they launched TV
  • “Expanding” brands saw an average increase of 188% in their search volume as they increased their TV investment.
  • Both “emerging” and “expanding” brand segments saw significant revenue growth once they started spending on TV.

These performance-driven companies know exactly what media works for driving their business and it’s why these 50 direct-disruptors have collectively doubled their TV spending each of the last two years.

To learn more about how TV drives business outcomes, click here to download the report.

The 50 Direct-Disruptors Spent $1.3B on TV in 2017

TV Spend Comparison
(in millions)

TV Is The Catalyst That Jumpstarts Exploration & Conversation

“Emerging” Brands: TV Spend vs. “Digital Actions” YOY % Increase
2016 vs. 2017

Please also visit our Attribution page for more stats and facts on TV attribution across categories.

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