DTC: 3 Insights on TV Response by Device Type
29 July 2019 • tvsquared
Mark Hudson,
Head of Business Intelligence

Last month, TVSquared released the industry’s first look at direct-to-consumer (DTC) TV ad performance. Analyzing 15 months’ worth of performance data, $138M in TV ad spend and 1.9B spots, we found which buy elements drove the most response – and which ones did not.

With all the analysis done, there were, of course, insights that didn’t make it into the report. One area, in particular, was response by device type. While viewers are definitely responding to DTC TV ads, what devices are they using to do so – mobile (smartphones), desktops (laptops) or tablets?

Device response is remarkably consistent across categories.

In our report, we looked at DTC in aggregate and by vertical – food delivery, subscription services, retail and high-end travel. And while the most effective TV inventory varied by category, response by device type did not. Mobile was, by far, the most used device – delivering between 50-70% of total responses.

When there’s variance, it’s overnight.  

When variance did appear, it was by daypart. Most notably, desktop usage dropped dramatically for Overnight. This was especially the case for retail, which saw a 26% decrease in desktop-driven response during Overnight vs. all other dayparts.

Frankly, I thought we’d see more blatant variance between dayparts. Perhaps Primetime would be overwhelmingly mobile-dominant, but that wasn’t the case. Even when it came to day of week, we saw major fluctuations in response rates, but response by device type showed little change.

Desktops play a stronger role with retail.

While mobile was the clear winner, desktop held its own, accounting for between 20-30% of all responses. In general, the more varied a product, the more choices given or the more complex a website, we see a higher level of desktop response.

In the case of DTC brands, desktop played a much stronger role for retail. For this category, the split between desktop and mobile response was 33-48% vs. 42-54%, respectively.

To learn more about TV performance trends for DTC brands, download the report here.