iab-直销品牌报告：媒体和吸引消费者（英文）-2020.1.pdf

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1、DirectBrands:Media&CustomerAcquisition2019-2020xDirectBrandsInitiativeStrategicPartners:ThisreportwasproducedbyIAB.Thefinalreport,findings,andrecommendationswerenotinfluencedbystrategicpartnersorsponsors.AcknowledgmentsThisreportwouldnothavebeenpossiblewithout

2、thecollaborationandfinancialsupportofourDirectBrandsInitiativeStrategicPartnersandsupportingsponsor,listedbelow.Thefinalreport,findings,andrecommendationswerenotinfluencedbystrategicpartnersorsponsors.DirectBrandsInitiativeStrategicPartnersSupportingSponsorAdd

3、itionally,weextendourdeepestappreciationtoallthemarketers,publishers,technologydevelopers,andserviceprovidersthathavecontributedtheirtime,insight,andenthusiasminsupportofthisreport.2ObjectiveBenchmarkandunderstandDirectBrandmediaplanning/buyingdecisions•Strate

4、gies&objectives•Mediaselection&preferences•Mediabuys:drivers•Advertisingmeasurement•Earned/ownedimpactonpaidmedia•Mediamanagement•Wherenext?3MethodologyOnlinesurveyexecutedbyIpsosamong330direct-to-consumerbrandmediaprofessionals•Companiesrepresentallmajorconsu

5、merbrandcategories•ResponseswereanonymousandaggregatedNote:CompanyinformationgleanedintandemwiththeDirectBrandFoundersInsightsBenchmarkstudy4DirectBrands:Profile5DirectBrands:ProfileSizeofCompanyTitlesFounderandCMO#offull-timeemployees4%Non-founderandCMO17%14%

6、1-196%4%9%20-49Non-FounderSVP/VPinMKTG/AD11%2%50-9937%16%Non-FounderSenior100-499Executive/ConsultantinMKTG/AD20%500+38%SeniorDirectororDirectorof21%Don'tKnowMKTG/ADSupervisor,SeniorManagerorGenderManagerofMKTG/ADMediaStrategist,PlannerorBuyer65%MalesFemales35

7、%6DirectBrandsprimarytarget:Millennials(ish)AverageShareofCustomersbyGenerationGenZ20%(0-22yearsold)Millennials29%(23-38yearsold)GenX26%(39-54yearsold)Boomers17%(55-73yearsold)SilentGeneration10%(74-94yearsold)Base:Total,n=330Tothebestofyourability,whatshareof

8、yourcustomerscanbeattributedtothefollowinggenerations?-Mean(Incl.0)Summary7Paidmediadrivesbranddisruption!98%72%BelievetheymustThinktheycangodarkforatinvestinPAIDmedialeastaperiodo