TV lacks a click, so last-click attribution models will severely undervalue its impact. A modern approach requires a holistic dashboard that triangulates performance across multiple metrics, including incremental CPA, view-through CPA, attributable Amazon purchases, and lift in retail sales.

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.

Start TV advertising by proving performance with metrics like CPA. As budget grows, shift to optimizing creative and channel mix. At the enterprise level (e.g., $1M/month), focus on maximizing broader business impact with brand-centric metrics like incremental reach and awareness.

To add a performance layer to TV advertising, Float measured immediate impact by analyzing website analytics within the 15-minute window directly following a TV spot's airing. This provided near real-time data on whether a commercial drove immediate action, boosting confidence in the channel.

Tatari pioneered shifting TV ad measurement from traditional Nielsen reach metrics to performance-based outcomes like website visits, app installs, or sales. This allows brands to measure TV's impact with the same rigor they apply to digital channels, justifying spend and enabling optimization for the first time.

While inconsistent measurement across retail media networks is a problem, brands shouldn't wait for an industry standard. Instead, they should define their own measurement methodology and bring it to RMN partners. This allows brands to leverage proprietary consumer insights for a competitive advantage, rather than leveling the playing field with a universal standard.

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.

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.

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.