Why TV Advertising Might Be Your Next Growth Channel

Hey everyone,

Welcome back for another bite to chew on.

If you're like us, you're always exploring how to optimize your marketing mix between Meta, Google, and (maybe) TikTok.

But TV advertising has always been a channel we've been curious about. As more DTC brands expand into retail and hunt for new audiences (like we are), it seems worth investigating. 

But…we’ve hesitated. TV is for brands with huge budgets for spend and production, right? Plus we prefer the trackability of social platforms. 

But what if TV could:

• Reach entirely new audiences?

• Build instant brand credibility?

• Be measured like your digital channels?

To explore these possibilities, we sat down with Trisha LaBarge from Ariat and Sam Joachim from Tatari to talk about how TV is becoming a tool for DTC brands looking to expand beyond the Meta/Google duopoly. 

On the Menu:

• The TV Advantage (and Why It's Not What You Think)

• How Brands Like Ariat Are Actually Using TV

• Is Your Brand TV Ready? (Spoiler: Probably Yes)

Want to see the whole discussion? Check it out:

• Spotify 🎧

• Apple 📱

Quick reminder: On March 13, I (Ash) am teaming up with Digicom to conduct some live Meta account audits.

We’ll break down strategies, tactics, and issues in real time for a few lucky brands.

Register with this link for a chance at a free audit (or just to learn more about how to break through your growth ceiling.)

See you there.

The TV Advantage (and Why It's Not What You Think)

"TV is expensive, unmeasurable, and only for big brands with Super Bowl budgets."

Yeah that's what we thought too.

But here's Ariat's story: Founded in 1993, they pioneered athletic tech in cowboy boots. Already the world's largest equestrian brand, they wanted to reach beyond their core western audience.

"We had a broad enough product offering to welcome in a range of consumers," Trisha explained. "It was time to bring our brand to wider markets."

Despite their success, they faced the same concern most DTC brands have: measurement. Coming from digital, Trisha was naturally skeptical about TV's trackability.

Here’s what they discovered:

1. 🥇Attention gold: "You get 15-30 seconds of focused engagement versus a half-second scroll on TikTok," Trisha noted.
   

2. 😇 The halo effect: "Once someone sees your brand on TV, that credibility bleeds into all your other channels," Sam from Tatari explained. Instagram ads perform better. Google clicks increase. Recognition drives action.
   

3. 📊 Modern measurement: "Tatari's analytics let us compare networks in real-time and optimize just like digital platforms," Trisha shared.

Okay, but does it really work?

How Brands Like Ariat Are Actually Using TV

Ariat's two recent examples show how the right creative with strategic placement drives results.

The Yellowstone Play

Ariat partnered with Yellowstone costume designer Janetta Boone for a special collection and ran ads during the show. "Yellowstone is one of the most watched shows on linear TV. For our brand in the western space, that contextual alignment was perfect."

This tactic lead to a massive influx of new visitors right before Cyber Week, driving both immediate sales and brand recognition.

The Sports Strategy

Ariat also partnered with 49ers quarterback Brock Purdy for a campaign targeting NFL and college football. The key was authenticity — Purdy grew up wearing their boots and was already a fan.

"People don't DVR sports and fast-forward through commercials, so your ads really get seen," Trisha noted.

The common thread → Perfect alignment between creative, context, and audience.

Forward-thinking advertisers use TV as a single unified channel, leveraging its broad reach to connect with audiences wherever and however they choose to watch.

This is “Convergent TV”:

• Linear TV: Traditional television with both "remnant" buys and premium spots

• Connected TV/Streaming: Reaching cord-cutters through platforms like Hulu and Netflix

• Online Video (OLV): Shorter form placements across the web

Each has its own CPM range and audience profile, but all can be managed through one platform.

If you're more focused on direct response than brand building, you can structure your strategy accordingly.

"If your business isn't ready for a brand strategy, you can focus on outcome-focused measurement," Sam explained. "A direct response approach can find success earlier than you think."

Is Your Brand TV Ready? (Spoiler: It Depends)

When Sam was asked about brand readiness for TV, he shared some interesting criteria to consider.

According to him, these signals indicate a brand could benefit from TV:

1. You've reached efficiency plateaus on digital channels ✅

2. You want broader brand awareness beyond your core audience ✅

3. You need to differentiate from competitors who are all running the same Meta playbook ✅

4. You're expanding into retail where brand recognition matters ✅

The myth that TV requires massive budgets is just that — a myth. "CPMs can be astronomically less than most digital channels," Sam noted.

As competition has crowded into Meta, Google, and TikTok, it has left room and opportunity in the TV space. 

Sum It Up

Here are our 5 key takeaways about modern TV advertising:

1. TV now has real-time data and optimization capabilities that match digital channels

2. There is a "halo effect" that can boost performance across marketing channels

3. Options across linear TV, streaming, and online video exist on a single platform

4. Combine creative + contextual alignment for amplified results

5. CPMs that are competitive with digital channels

As digital gets more expensive, TV isn't just for legacy brands anymore. It's becoming a serious growth channel worth considering for eCom companies looking to scale beyond the digital plateau.

And, thanks to all the data available from streaming,  advertisers can now test the waters and retarget their site visitors on TV in cost-effective ways that used to be impossible.

This conversation definitely challenged our assumptions. 

As we think about Obvi's future marketing channels, we're looking at all the options that can help us reach new audiences and build stronger brand recognition. Especially as we expand further into retail.

Whether TV becomes part of our media mix remains to be seen, but we're certainly approaching it with fresh eyes after seeing what's possible with modern measurement and targeting capabilities.

ShopTalk + Vegas + Chew On This

We’re coming to Shoptalk everyone! Join us (and 100+ founders) for the Founders Reception.

Here’s what you can expect:

🍡 Delicious Bites
🍸 Fancy cocktails
🧠 Bright minds
😎 Good vibes

If you’re in Vegas on March 26, you should swing by.

Register for the party here.

All the best,

Ron & Ash

PS: Want to explore TV advertising? Hit reply and let us know what you’re looking for. We’ll set you up with someone at Tatari to answer your questions.