The challenge
Drive awareness & consideration
Direct-to-consumer brands are hyper-focused on lower-funnel metrics. This leaves a potential gap for cultivating a brand identity and focusing on the consumer journey among an audience that matters most – potential customers.
The insight
Premium platforms drive conversion
A premium environment is constantly the first step to driving effective brand lift. However, premium media channels are rarely paired with scalable targeting capabilities or efficient pricing – both tactics that are key to driving lower-funnel KPIs. An ideal full-funnel media solution would include all three of these attributes – premium environment, scalable targeting capabilities, and efficient pricing.
The solution
Apple News delivers KPIs
Apple News is a premium content platform that allows readers to stay connected to content they care about. Apple also offers brands advanced first-party targeting capabilities in a highly stylized environment, providing the perfect opportunity for a direct-to-consumer brand.
The results
Lift Across Brand KPIs vs. Control Among Total Audience
Lift Across Brand KPIs vs. Control Among Audience HHI $40K+
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