Direct-to-consumer (DTC) companies are increasing their spend on TV advertising, resulting in an increase in web traffic and sales, according to a study by the Video Advertising Bureau. Online and apps traffic at food delivery service HelloFresh rose 88% year on year because of TV ads, said its director of growth and analytics, David Webb. Webb said because digital is a one-to-one medium, marketers buy more for individuals, placing more pressure on the CPM than with a one-to-many medium like TV. The average price for a meal from HelloFresh’s website has risen about 30% since last year, while sales have increased more than 50%.
Direct-to-consumer (DTC) companies are increasing their spend on TV advertising, resulting in an increase in web traffic and sales, according to a study by the Video Advertising Bureau. Online and apps traffic at food delivery service HelloFresh rose 88% year on year because of TV ads, said its director of growth and analytics, David Webb. The average price for a meal from HelloFresh’s website has risen about 30% since last year, while sales have increased more than 50%.