Marketers often view advertising platforms through a mobile lens (iOS, Android). However, Roku is the third-largest operating system in the US overall and the #1 TV OS. This massive, often underestimated, scale provides advertisers with unparalleled reach and data for the living room screen.

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.

A major barrier to TV advertising for DTC brands is the cost of producing a commercial. AI tools are solving this by modifying existing search and social media creative for CTV formats, allowing brands to enter the TV space without a dedicated, high-budget production shoot.

Manscaped's success stems from treating TV not as a sporadic, campaign-based brand play, but as an always-on performance channel. This requires the same analytical rigor, continuous testing, and focus on business outcomes as paid search or social, unlocking its full potential as a demand generator.

Historically, TV advertising required massive budgets and long commitments. Self-serve connected TV (CTV) platforms now offer low minimums, allowing DTC brands to test and iterate creative with the same agility and small budgets used for search and social channels.

Tatari provides Manscaped with a "halo impact analysis" that quantifies how TV advertising lifts performance in other channels like paid search and social. This proves TV's role as a full-funnel driver and moves the conversation beyond direct, last-touch attribution to its total business impact.

During tentpole holidays, Resident activates CTV to retarget users who recently visited but didn't buy. They view this not as a performance channel with measurable ROI, but as "marketing hygiene"—a necessary, common-sense tactic to capture high-intent buyers on a big screen, even if direct attribution is impossible.

Manscaped shifted its TV strategy from a branding experiment to a core growth channel. They measure its success with performance metrics like Cost Per Acquisition (CPA), applying the same rigor used for paid search and social, ensuring TV directly contributes to business goals.

The next major shift in ad tech is performance-based CTV. This merges the attention of linear TV with the accountability of digital media, allowing advertisers to tie ad spend directly to outcomes like sales—a revolutionary change from traditional television's limitations.