According to Interactive Advertising Bureau, the association finds that such “Direct Brands” are gradually supplanting the “Indirect Brands” that have dominated the consumer economy since its origins in the late 1870s.
Direct brands such as Casper or Warby Parker rely on direct marketing and performance marketing in order to tell their brand story. But, what does this mean for publishers? Publishers need to be thinking more carefully about the problems advertisers face, no trust = no company. Direct brands need help telling their story and generally do so through content marketing, which publishers already to best through their branding studios and creating branded content.
Check out our latest Coffee Talk as we take a look at how important branded content and publishers are to the success of direct-brand companies.