A direct-to-consumer (D2C) strategy wasn’t top-of-mind when soda brand Olipop launched in 2017. In fact, during its first year of business, the brand didn’t even have a website—primarily relying on retail brick-and-mortar partnerships to drive sales. But last year, everything changed.
On Websites. Most consumers dislike ads on publisher websites, and they especially dislike video ads. But some have more neutral feelings toward web ads, and even ad blocking users are likely to accept ads when those experiences aren’t intrusive.