Warby Parker Launches First, Targeted TV Brand Campaign

NEW YORK—Online eyewear company, Warby Parker is investing $250,000 in its first-ever, small but highly-targeted TV ad strategy, with a campaign posted on its website and launched yesterday.

According to company executives as quoted by the New York Times, the company is running the spot on Dish TV and DirecTV using a new approach called “addressable technology,” which enables the spot to be targeted specifically to the company’s demographic target of men and women, ages 18 to 34.

The company posted its “inspiration board” for the 30-second national spot, which included a companion “reading list.”  

Warby Parker has received more than $50 million in venture capital funding to fuel its brand, retail and marketing expansion including, recently, an infusion of $36.8 million from General Catalyst Partners, as reported last week by VMail.