A key to Resident's Black Friday success is being comfortable with poor efficiency metrics in the weeks leading up to the sale. They know the investment will pay off when the holiday surge "right-sizes" the overall numbers. This requires "intestinal fortitude" to not pull back spend prematurely.
For platforms with captive audiences and non-skippable ads like AppLovin, the creative focus should be on the "end card." While hooks are vital on TikTok, here the final screen acts as the closer, presenting a compelling offer after the viewer has already watched the full ad.
During tentpole holidays, Resident activates CTV to retarget users who recently visited but didn't buy. They view this not as a performance channel with measurable ROI, but as "marketing hygiene"—a necessary, common-sense tactic to capture high-intent buyers on a big screen, even if direct attribution is impossible.
Resident structures its marketing team across time zones from California to Tel Aviv, creating a powerful operational advantage. As one team's day ends, they pass the "baton" to the next, allowing for continuous monitoring and optimization, especially during critical 24/7 sales periods.
For products where A/B testing lacks signal, Resident uses a robust naming protocol and AI to analyze creative elements in aggregate. They tag attributes like room color, music BPM, and even mattress angle to identify winning trends across all ads, bypassing the need for direct tests.
For a complex omni-channel business, seeking perfect measurement is futile. Instead, Resident's team made large, conviction-based changes to Ashley Furniture's media mix (like cutting entire channels) and saw immediate, positive impact on the overall business, proving conviction can trump granular data.
Resident's team doesn't set fixed goals (e.g., "Meta must hit 200% ROAS"). Instead, they constantly evaluate channels relative to each other in real-time. This flexible approach allows them to dynamically shift budget to the most efficient platforms as market conditions change, maximizing overall yield.