casper nap pillow

Nearly half of shoppers are buying products from so-called “disrupter brands,” and the big marketing companies are unprepared, according to Randall Rothenberg, president and CEO of the Interactive Advertising Bureau.
These shoppers are not only relatively young and rich, but they’re interacting with these companies in ways that legacy marketers aren’t ready for.
Old-school marketers need to develop a robust and ongoing influencer marketing strategy or risk being left behind.
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A year after the digital advertising industry’s biggest trade group sounded the alarm bell for big marketers like Procter & Gamble and Unilever, it’s got more bad news for them.

It’s well-established that disruptor brands like mattress maker Casper and hair-loss product company Hims are upending these marketing giants. Now the Interactive Advertising Bureau is out with a new report that attempts to quantify this group of shoppers. It says nearly half of shoppers — 48% — are buying these direct-to-consumer products, and they’re rewriting the rules for how they expect to interact with the companies behind them and what they expect in return.

Read more: ‘The industry is killing itself’: Critics say TV is stalling in its efforts to get its advertising act together

“Across the US population, half of consumers are now buying disruptor brands,” said Randall Rothenberg, president and CEO of the Interactive Advertising Bureau. “That means half are buying brands that aren’t sold in retail stores. That’s astonishing given how recent the phenomenon is.”

For the new report, “Disrupting Brand Preference,” IAB worked with Cassandra, part of holding company Engine Group, to field an online survey in May of around 3,000 people, to paint a picture of the DTC shopper.

The big takeaway is, these people are not only numerous, but they’re the kind of customers that brands salivate over — they’re younger and …read more

Source:: Business Insider


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