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.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands