Local TV: Part 2 - DTC & the Untapped Opportunity of Local
22 January 2020 • tvsquared
Meg Coyle,
MarCom Director 

Direct-to-consumer (DTC) brands have taken the TV ad industry by storm over the last few years, devoting $900M on national buys from 2018-2019 in the U.S. alone.

While reach has been a nice side effect of TV, DTC brands have primarily used the medium for performance—demanding real-time analytics to understand the effectiveness of campaigns, and then optimizing consistently to improve response.

The majority of DTCs have entered TV via national buys, which makes sense given they are e-commerce brands. Local TV has either not been a priority or isn’t even on the radar for them. But a growing number of DTCs are testing local TV and finding a world of untapped opportunity to maximize performance.

As part of a larger conversation around 2020 TV ad trends, TVSquared recently spoke with Danielle DeLauro, the EVP at the VAB, about how DTC should be leveraging local and how some brands have already found success by adding it to their TV mix.

Listen below to learn how DTCs can and are taking advantage of local TV, and the attribution-powered analytics it now provides: to hyper-target high-value metros, expand into new regions and complement (and, in many cases, enhance) national campaigns .