A report by Modern Retail says direct-to-consumer brands that began by targeting customers on Facebook, Instagram and other performance marketing platforms are now expanding their reach to more traditional channels.

They’re trying to capture audiences that may not have run into the brands’ ads on social media, or aren’t willing to buy from an online brand they’ve only seen on Facebook. As the cost of customer acquisition on channels like Facebook and Google continues to climb, DTC brands are spending more on traditional outlets like TV. In 2018, according to a VAB study, the top 125 DTC brands spent a combined $3.8 billion on TV ads, up 60 percent over 2017.