Contributor Mark Baartse explains why we're seeing a slew of TVCs from online retailers right now.
What happened
During lockdown, we’ve seen a surge of TV advertising by online retailers. The ones that ran on free-to-air television (that I’m aware of ) include Adore Beauty, Kogan, Pet Circle, Style Runner, Temple & Webster, and The Iconic. I would struggle to come up with a list that long from the last five years combined.
Why it matters
Most online retailers have boomed during lockdown, many seeing revenues double almost overnight. With their coffers suddenly fuller than they’ve ever been, the next question is: how do we capitalise on this? With so many people shopping online for the first time, the spotlight shines on the CMO: the sun is shining, make us some hay.
Traditionally, pureplays leaned heavily towards performance media – mostly Google and Facebook – as their acquisition tools. Almost every pureplay I’ve looked at spends 90+ per cent of their budget on digital.
But these channels only reach a certain group of people. I recently did a brand awareness study for a large online retailer. Despite having spent many millions on digital over quite a few years, less than half their demographic even knew they existed. It’s unlikely they’ll reach that other half by spending yet more on bottom of funnel Google and Facebook ads.
This news brief is based on reporting published by InternetRetailing Australia on 2020-06-29. The original report is linked below.
InternetRetailing Australia
https://internetretailing.com.au/back-to-the-future-the-rise-of-tv/This independent news brief is based on the public source identified above. It is an original summary or translation, not a reproduction of the source article. Rights in source text, research, trademarks and images remain with their respective owners; images are used under the licence or permission identified in the credit. Rights holders may contact rights@goodproductasia.com with evidence of ownership. Verified concerns will be corrected, replaced or removed promptly. This report is not investment, legal, medical or purchasing advice.
