Last week, I hosted an ANA webinar with LUMA Partners CEO and Founder Terry Kawaja to talk about the rise of the direct brand economy and what traditional advertisers can do to compete. Many of you may know LUMA Partners for its LUMAscapes visualizations of various ecosystems – here’s the one they created for ad tech – and not surprisingly, Terry has a lot to say about the rise of direct-to-consumer (D2C) brands.
Here are three most dominant themes we discussed:
- How direct-to-consumer companies create a marketing competitive advantage
- Why incumbent brands should be focusing on customer identity and Return on Ad Spend (ROAS)
- How advanced TV can have an out-sized impact in both those areas, while requiring relatively little additional investment of money or people
You need to be an ANA member to listen to the interview and get a copy of the slides. If you are, here’s a link to both.