Around the marketing world, everyone is talking about the rise of direct-to-consumer (D2C) brands – those that don’t rely on anyone else’s retail channels and which exert great control over their advertising capabilities.<\/p>\n

But, whilst not every brand is a Casper, Allbirds or Soylent, many other traditional companies which are reliant on marketing partners could be doing more to look like D2C.<\/p>\n

That is according to one ad-tech exec whose company aims to capture data which infers the intent of consumers – and then execute on that in TV environments.<\/p>\n

Former CNBC SVP and general manager Kevin Krim is CEO of EDO<\/a> (Entertainment Data Oracle), a data science company that uses machine learning to crunch data sets like consumer search and browsing behaviour, turning it in to marketing data.<\/p>\n

“What we saw in our research is that, this trend around direct-to-consumer brands that are doing such smart and interesting things with TV advertising… that’s not a phenomenon that’s unique in the consumers mind to direct-to-consumer brands,” says Krim in this video interview with Beet.TV.<\/p>\n

“They don’t sit there and think, ‘Oh, well Dollar Shave Club is a direct-to-consumer therefore I will respond instantaneously to their ads on TV, and buy what they’re selling, but, oh, Toyota is a different kind of brand, so therefore I won’t do something when I see an ad for Toyota’.<\/p>\n

“The reality is, consumers react in the exact same way to these ads. They grab whatever connected device they have near them if they’re stimulated … they’re going to go search for it.”<\/p>\n

That is why search is one of the key signals that EDO uses in its machine learning analysis for customers.<\/p>\n

Those customers are\u00a0marketers, TV networks and movie studios.<\/p>\n

For them, EDO has a database of real-time ad airings<\/a>\u00a0and measurement for how well national TV airings<\/a> drive consumers in to purchase funnels.<\/p>\n

Backers<\/a> include the venture capitalist\u00a0Jim Breyer, the co-founders of Moat and the actor\/filmmaker Edward Norton.<\/p>\n","protected":false},"excerpt":{"rendered":"

Around the marketing world, everyone is talking about the rise of direct-to-consumer (D2C) brands – those that don’t rely on anyone else’s retail channels and which exert great control over their advertising capabilities. But, whilst not every brand is a Casper, Allbirds or Soylent, many other traditional companies which are reliant on marketing partners could […]<\/p>\n","protected":false},"author":15,"featured_media":60278,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[1],"tags":[3456,7971],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60255"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=60255"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60255\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60278"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60255"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60255"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60255"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}