While often seen as an upper-funnel tool, CTV is a powerful engine for new customer acquisition. It reaches untapped audiences that are saturated on social platforms. For example, hair care brand Lola V saw a 53% increase in new customers year-over-year from their Roku campaign.

Tushy actively measures the cross-channel impact of its advertising, discovering that top-of-funnel channels like Linear TV drive a greater sales lift on Amazon than digital channels like Meta. This is attributed to the demographic overlap between Linear TV viewers and typical Amazon Prime shoppers.

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.

Instead of treating all channels equally, identify which customer segments (e.g., brand advertisers) are best served by which channels (e.g., TV screens). Shifting demand accordingly can unlock massive growth by optimizing the entire portfolio and increasing customer ROI.

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.

Brands growing to the $50-100M range often get stuck over-investing in the same digital channels, leading to diminishing returns. Escaping this "doom loop" requires expanding into upper-funnel, brand-building channels like TV to create new, sustainable demand.

Running commercials on TV adds a layer of credibility that digital channels can't replicate. When a smaller brand like Gab appears alongside giants like Toyota, it builds consumer trust and elevates its market perception, an effect validated by eMarketer studies.

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.

Don't assume TV only serves to introduce new customers. For consumers already in the consideration phase, a TV ad can act as the final, legitimizing touchpoint that closes the sale, proving its value across the entire funnel, not just at the top.