Interest in TV ads has been growing among DTC brands over the past few years, largely due to the increased pressure to diversify ad spend away from Facebook and Google. Dedicated agencies like Tatari and MNTN also make it easier for brands to test out TV ads. But, some marketers think that TV spend could accelerate this year in particular as the economy improves - and as streaming services like Netflix and Amazon are under pressure to grow their ad-supported tiers.
Although the ad has only been running for a few weeks, Kim Gebbia Chappell, Bobbie's chief brand officer, said that the brand has already seen an immediate lift in traffic to the site during times when the ad is running on ESPN - even if that is during odd hours of the day, given the time difference with Australia. "For us, as a brand awareness campaign, it seems to be resonating," Kim Gebbia Chappell said.
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