American direct-to-consumer brands invest 41% of their media spend offline, according to the latest research from the IAB. In their survey of 330 DTC brands, 59% of brand spend is for online formats.
Search is the most popular channel across both online and offline media, with two-thirds (67%) using it. This includes Google as well as Pinterest and Bing. Online display and social follow in second and third place, with 65% and 64% of DTC brands using them, respectively.
Direct mail is the most popular offline medium, with 63% of DTC brands investing in it. Print and out-of-home...