Knix got about 9,000 site visits in 5 min from one TV ad. Their approach is worth borrowing ahead of Black Friday and Cyber Monday. They wanted to grow beyond Meta and Google, so they started with a small TV budget and expanded based on what worked. Female-focused networks were an obvious place for an intimates brand to test. But @TatariTV's Similar Inventory tool helped them find other programming to try, including news and general entertainment. The spot that brought those 9,000 visits aired during The Voice. They tested creative too. Lower-cost direct-response ads doubled the response rate and cut cost per visitor by 45%. That’s the work I’d want underway before BFCM. Set an acquisition cost you can afford, test different placements, and give yourself enough time to improve the ads before holiday sales depend on them. And please, test all of TV, not just the part that's easy to buy. Linear, streaming, and online video should be one plan, not three. Tatari calls it convergent TV: everything planned, bought, and measured in one place, so you find performance where it actually is, not where you think it is. That's how Knix scaled beyond the roughly 20% of TV you can buy programmatically. They found high-performing inventory that isn't available in a DSP, and measuring against CPV and CAC showed them where to move budget. If you’re building that plan for Q4, Tatari’s BFCM playbook covers planning the buys and measuring what’s working. I’ll put the link in the comments. And if you'd rather hear how operators are actually doing this, Tatari is hostingForward in NYC on Oct. 29th, with Scott Galloway, Steve Huffman, Cody Plofker, and marketing leaders from brands including Liquid I.V. and Thorne. Seats are limited, but register below and tell them I sent you.

I feel so grateful to have a thought partner & friend like Cody… This morning, I brought him on stage to spill the secrets on: • his creative team setup • combatting CAC #’s • channels for 2027 • bfcm strategy for 2026 • favorite ai tools • mistakes to avoid this Q4 • how he’s scaling Winks Thanks Q4 Summit!!