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.

Manscaped avoids siloed data by using a "convergent TV" approach that brings linear and streaming campaigns into a single measurement framework. This provides a complete view of performance, scale, and efficiency, which is impossible when buying and measuring these channels separately.

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.

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.

Early TV tests for DTC brands often focus on a strict Cost Per Acquisition (CAC). As a business scales into omnichannel, the definition of "performance" must expand. Success metrics should include the halo effect on other channels, like branded search lift and increased sales on Amazon.

Contrary to the belief that it's only for large consumer brands, Connected TV (CTV) is a powerful channel for B2B marketers. A LinkedIn and Magna study found CTV viewers are 45% more likely to complete a lead form, making it a highly effective, yet underutilized, tool for driving business-to-business conversions.

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.

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.

TV advertising directly boosts the performance of digital channels like Meta and Google Search. Rather than viewing it as a separate, top-of-funnel expense, marketers should understand its direct impact. Platforms like Tatari can even provide a "halo impact report" to quantify this lift.