In early 2019 a survey asked U.S. marketers representing direct-to-consumer brands, to share how they were purchasing digital video advertising. The survey results show that, most commonly an external media buying agency was used, as per 66 percent of respondents, or an internal team took care of purchasing digital video ads, as was indicated by 58 percent of DTC marketers.
Leading ways of buying digital video advertising according to direct-to-consumer (DTC) marketers in the United States as of March 2019
based on a sample of DTC brands with minimum $1m in ad spend
Method of interview
Online survey
Supplementary notes
*Direct to Consumer Marketers comprised 17% of the total sample. Question: "In the next 12 months, would you expect the amount of [your company’s/your clients’] spend on the following types of advertising to increase, stay the same or decrease?"
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IAB. (April 29, 2019). Leading ways of buying digital video advertising according to direct-to-consumer (DTC) marketers in the United States as of March 2019 [Graph]. In Statista. Retrieved June 30, 2022, from https://www.statista.com/statistics/1130847/us-dtc-video-ad-buying-ways/
IAB. "Leading ways of buying digital video advertising according to direct-to-consumer (DTC) marketers in the United States as of March 2019." Chart. April 29, 2019. Statista. Accessed June 30, 2022. https://www.statista.com/statistics/1130847/us-dtc-video-ad-buying-ways/
IAB. (2019). Leading ways of buying digital video advertising according to direct-to-consumer (DTC) marketers in the United States as of March 2019. Statista. Statista Inc.. Accessed: June 30, 2022. https://www.statista.com/statistics/1130847/us-dtc-video-ad-buying-ways/
IAB. "Leading Ways of Buying Digital Video Advertising According to Direct-to-consumer (Dtc) Marketers in The United States as of March 2019." Statista, Statista Inc., 29 Apr 2019, https://www.statista.com/statistics/1130847/us-dtc-video-ad-buying-ways/
IAB, Leading ways of buying digital video advertising according to direct-to-consumer (DTC) marketers in the United States as of March 2019 Statista, https://www.statista.com/statistics/1130847/us-dtc-video-ad-buying-ways/ (last visited June 30, 2022)
