Report Overview

Rising online ad prices: Trouble ahead for direct-to-consumer sellers


Rising customer acquisition costs means D2C brands must find more sustainable routes to growth

Price rises and data erosion change the calculus for D2C

The D2C sector is set for consolidation: with creative branding, cross-channel and customer retention crucial

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Figures and Tables

Figure 1: Consumer spend (LHA) and ad spend (RHA) since 1982 (£m)

Figure 2: YoY change in Facebook’s ad metrics (%)

Figure 3:  YoY US D2C online sales growth (%), digital natives vs established brands

Figure 4: Casper advertises on the Tube

Figure 5: Affiliate placement on Future plc’s Tom’s Guide