To move quickly on time-sensitive opportunities like "fire sales," brands should structure their budgets with a pre-approved, flexible "test budget." This eliminates the need for lengthy approval processes, allowing marketing teams to act decisively and secure high-value media placements as they arise.

The team secured a Super Bowl ad slot in May, long before the product was ready. They only committed to running the ad and creating the content two weeks prior, ensuring the marketing launch aligned with product quality, not a fixed deadline.

Brands can purchase high-visibility, premium TV spots like college football at a discount by tapping into "fire sales" of remnant inventory. This requires an agile budget and quick communication with your media partner to capitalize on these last-minute deals.

Bland AI achieved the credibility of a national Super Bowl ad for a fraction of the cost. They bought cheaper, local ad slots in a few cities, produced a high-quality commercial, and used influencers to make it go viral. People outside those markets simply assumed they had missed it.

Poppi's Super Bowl strategy was unconventional. They first created a powerful brand ad, then decided it was "Super Bowl worthy." This creative-first conviction led them to scramble and secure a "floater" ad spot just four days before the game, even before fully securing the funds.

In a fragmented media landscape, a Super Bowl ad is the only platform where a brand can reliably capture the focused attention of 180 million Americans for 30 seconds. This guaranteed mass reach makes the multi-million dollar price tag a bargain compared to the uncertainty of digital spend.

By partnering with a platform like Tatari, Manscaped gains access to last-minute "fire sale" inventory for major events like the NBA Finals. This, combined with flexible budget commitments, allows them to test high-impact placements without the massive upfront costs and risks of traditional buys.

"Remnant" inventory isn't a dirty word for low-quality placements. It refers to the same premium inventory used by major advertisers that simply went unsold. Starting with remnant buys is a smart, cost-effective strategy for DTC brands to test TV efficiently without compromising on placement quality.

Instead of a multi-million dollar in-game commercial, Manscaped made its Super Bowl debut with a more affordable pre-game spot. This incremental approach, built on years of testing smaller live events, allowed them to participate in the conversation and achieve massive reach without the full financial risk.