How Direct Line Group’s investment in BVOD helped to deliver incremental reach

UK insurer Direct Line Group tested digital channels and platforms to plug a gap in its audience reach.

The role of TV as primary deliverer of reach for advertisers has been subject to intense debate in recent years. Media consultancy Ebiquity thrust a cat amongst the metaphorical pigeons with its controversial 2018 TV at the Tipping Point report, which suggested TV’s superior marketing effectiveness may not last beyond the next five years.