Frager Factor

Monday, February 24, 2020

Direct Response TV At Its Best: Easy As Pie (.com)

You've often heard me speak of the underutilization of one of the best marketing strategies of the digital age: Direct response TV using call-to-action domain names as brand.

In many respects the domain name IS an ad.

3-5 word domains used to have low values. But as "Easy As Pie" demonstrates, the value of memorability can't be measured by Estibot.

The Top 125 DTC Brands Spent $3.8 Billion on TV Ads Last Year
That's a 60% increase from 2018, according to new VAB study

When it comes to ad spend, direct-to-consumers brands, known for changing the playbook on how a company operates and connects with consumers, are moving toward a familiar path carved out by their conventional competitors.

Many brands have been built solely on direct response TV:,,,, HomeLight, Peloton, Chewy, Smile Direct Club and mattress company Purple. is biggest buyer, according to iSpot.TV

The rest of the top 5 were HomeAdvisor at $113.4 million, Chewy at $113.1 million, Wayfair at $100.5 million and Carvana at $85.7 million.

iSpot said that among the DTC brands, Carvana’s Enjoy the New Way to Buy a Car generated the highest attention score, according to iSpot.TV.

Other DTC brands whose spots drew the most attention from viewers were Noom, NerdWallet, Chewy and Touch of Modern.

About The Author: Owen Frager is an Internet marketing expert ready to help take your company to the next level.

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