DTC Brands Increased CTV Ad Spend by 384% From Q1 to Q3 in 2022

2 Min Read

In the past, many direct-to-consumer brands have utilized social to reach their target audiences. But, according to a new article from Adweek, as social platforms face rising prices and privacy challenges, DTC brands have a new channel in their sights: Connected TV. Over the last few years, CTV has been helping DTC brands reach new audiences at scale—one brand featured in the Adweek article even discovered that CTV boosted the performance of their branded weekly search revenue, which was up 30% since they launched on CTV in June of 2022.

Here at MNTN, that new emphasis on CTV by DTC brands doesn’t surprise us. Last year, we saw DTC brands that were active on our platform increase their total ad spend on Connected TV by 384% from Q1 to Q3 (an increase that doesn’t even include the usual boom in spend during the holiday season in Q4). Ultimately, it’s no wonder that Insider Intelligence expects CTV spend to grow by 27% in 2023, outpacing the 21% growth expected for social network video ad spend.

Connected TV in the News

Video Trends To Watch in 2023: Cord-Cutting, Ad Spread, and Production Slowdown
eMarketer
The way people watch TV is changing. So are the ways brands advertise on TV. Connected TV (CTV) has seen monumental progress in just a handful of years, but that’s not the full story. Here are key TV behaviors and ad trends to watch in the new year.

Identifying and Reaching the ‘Movable Middle’ on Connected TV
MNTN Research
Audience segmentation is much more than demographics and simple economic factors, and Connected TV goes beyond these to capture the diversity of consumer behavior.

Future of TV Briefing: Smart TV Makers Seek To Steal the Screen
Digiday
This week’s Future of TV Briefing from Digiday looks at how Roku’s push into the smart TV manufacturing business reflects the changing state of the Connected TV market.

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