So, I got a DM the other week from someone who was basically like, "We are tapped out on Meta, I need a new agency."

And I hear this all the time, but it's not always an issue of your agency or a creative problem. If you're a brand that sees its CPMs rising, creative fatiguing quickly, and targeting the same audience over and over, the answer may not be more creative on the same channel, but using a new channel, which is exactly where TV can be interesting. Now, one of the misconceptions when people think of TV is that, hey, this is a big brand awareness play, that's not really for us at our stage. And in the past that used to be true, but now running TV is much more similar to how you run ads on Meta, where you can measure metrics that matter like CAC and conversion. For example, a brand like Seed Health found that they were plateauing on Meta, so they started testing TV by buying a spot during the Indian Wells tournament on the Tennis Channel. And during this campaign, they saw that visits to their site spiked, so they poured in more money and conversions doubled in a week. Importantly, they didn't start with a big expensive TV shoot, just some light repurposing of what was already working on Meta. The app Calm also did something similar, and they ran both linear TV as well as streaming at the same time, and that combination drove them results like this. And both of these campaigns were run through Tatari, a platform that lets you buy and measure streaming and linear TV the same way you'd measure your paid social channels. So if you're like this person and you're scaling on Meta and maybe hitting some walls, Tatari has put together a guide on when it makes sense to run TV and exactly how to go about testing it. Comment TV and I will send you a link.