Applying a single attribution model, like last-touch, to all channels is a mistake. It undervalues top-of-funnel activities and can lead to budget cuts that starve the pipeline. Instead, measure each channel based on its intended outcome and funnel stage.

When brands hit a point of diminishing returns on search and social media, TV becomes a critical next step. It provides incremental reach to new audiences, builds brand legitimacy, and can accelerate the path to purchase for customers discovered on other channels.

Don't just run ads; create a content strategy specifically for them. Invest the same effort in scripting, visuals, and hooks for your ads as you would for your primary social media channel to improve engagement and conversions.

When costs on paid social and search platforms rise, instead of bidding higher for the same saturated audience, use TV to generate new demand. This top-of-funnel lift improves the efficiency of lower-funnel channels by increasing branded search, direct traffic, and conversion rates.

It's wrong to dismiss channels like billboards because they lack direct, one-to-one conversion tracking. Their purpose isn't immediate action but to build top-of-funnel awareness. When a potential customer later searches for your service, they are more likely to choose your company from the results because they recognize and have a pre-existing preference for your brand.

When ad campaigns hit a ceiling, it's often because they only target product-aware customers. To reach larger, colder audiences, create ads with hooks that address higher-funnel problems (e.g., "Are you bored?"). This broadens the top of the funnel, allowing for significantly more scale.

Instead of inefficient, broad-reach brand campaigns like TV ads, D2C brands can achieve better results by mirroring B2B's focused approach. Using measurable channels like creator whitelisting and publisher advertorials allows for targeted storytelling to ideal customer profiles.

Counterintuitively, dedicating budget to campaigns optimized for engagements, follows, and shares can be a powerful brand-building tool. This approach reaches more people less expensively than conversion campaigns, building an audience and 'searing memories' that lead to future demand, complementing direct response efforts.

Standard top-of-funnel campaigns like "video views" often target low-quality audiences that Facebook's algorithm has already identified as non-buyers. True top-of-funnel marketing requires a unique method for capturing attention, like viral TikTok content or major creator partnerships.