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.

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.

Marketers should know that relying solely on programmatic buys for Connected TV (CTV) severely limits reach. This method only taps into a small fraction of the available ad inventory, missing out on premium content like major live sports that must be purchased more directly.

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.

Programmatic ad buying, standard in digital, doesn't work well for TV. The market is too concentrated, with ~90% of inventory controlled by just 10 major publishers. This makes direct integrations and relationships far more effective and efficient than automated, auction-based programmatic systems.

After Q4 holiday demand dries up, a surplus of TV ad inventory leads to significant discounts. Brands, especially in health and wellness, can use this period—dubbed Q5—to build momentum for Q1 at a lower cost, securing premium placements for up to 60% off.

The perception that TV requires expensive, Super Bowl-level creative is a myth. For initial tests, brands can effectively repurpose existing video content or leverage quick, cost-effective AI creative production companies to get campaigns live and begin learning without a massive upfront investment.

While platforms like Tatari have drastically reduced the entry point for TV advertising from millions to as low as $20,000, there is a practical floor. Brands spending less than $1.5 million annually on marketing are advised to focus on lower-hanging digital fruit before venturing into TV.

TV platforms often lure brands with ad credits, but this is a distraction. True value lies in access to the right inventory and consistent performance. Cody Plofker warns that credits are just "icing on the cake" and won't save a strategy that fails due to poor inventory or unsustainable results.