Direct Brands: Media & Customer Acquisition Study

Direct Brands: Media & Customer Acquisition 1


This IAB research sets the record straight on media related myths and misinterpretations regarding why, how, which and how much direct to consumer brands are budgeting and leveraging opportunities across the media landscape.


  • In sharp contrast to the popular belief that Direct Brands focus their marketing around Social, the “Direct Brands: Media & Customer Acquisition” report illustrates that they are driven by customer satisfaction above even Cost per Acquisition (CAC).
  • For digital advertising channels, Search was cited as the most popular (67%), followed by display (65%) and then social (64%). Offline, Direct mail (63%) leads, followed by print (62%), over TV.

Disrupters have a diversified approach to media, measurement and test-and-learn.

Sue Hogan, IAB’s SVP of Research and Analytics, noted: “For publishers, agencies, media measurement and research vendors, understanding Disruptor decisions and perceptions is critical to brand success—and critical to the choices they make in media, messaging, measurement, insights and delivery partners.”

Read the Report