To get budget approval for upper-funnel channels like TV, avoid positioning it solely as "brand awareness." Instead, frame it as a "performance multiplier" that will improve the efficiency and scale of existing direct response channels, making the investment more palatable to finance teams.
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.
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.
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.
Bonafide Health expanded into Target and Amazon first ("physical availability") but found it's a "hard sell" if shoppers don't recognize the brand. They are now using TV to build brand recognition ("mental availability") to support their retail presence, reversing the traditional brand-first approach.
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.
Early-stage DTC brands often rely on MTA for daily decisions. As a brand expands into omnichannel and upper-funnel activities, this model breaks. The strategy should shift to "flipping the triangle," making Marketing Mix Modeling (MMM) the primary strategic tool, with MTA and platform data serving as tactical gut checks.
Don't assume TV advertising requires expensive, high-production creative. Brands can de-risk their TV investment by using lo-fi, UGC-style creative that has already proven effective on social media. This approach lowers the barrier to entry, allowing for faster testing and learning.