Mobile Far Superior to Desktop for DTC Advertising
Mobile advertising is as much as three times more effective than desktop for direct-to-consumer brands, according to a study by people-based marketing platform LiveIntent.
The click-through rate for DTC mobile ads was three times as high as the rate for desktop ads on LiveIntent’s network. The conversion rate was a whopping 50% higher on mobile than on personal computers.
“We’ve seen enormous growth from DTC brands over the past several years,” said Kerel Cooper, SVP Global Marketing at LiveIntent. “DTCs are known for being obsessed with driving acquisition, subscriptions and purchases and the data shows that mobile is the best channel to do that. DTCs would be wise to optimize the entire sales funnel for this reality.”
DTCs are notoriously effective in courting young shoppers, including millennials and emerging Gen-Z consumers. This is likely because younger shoppers, growing up in the digital age and native to its conventions, gravitate toward convenience and are less tied to the longstanding preferences that legacy brands carefully crafted through decades of advertising. Mobile, which is tied to identity and location and offers quick digital purchasing options, is the platform where these trends are most exaggerated.