This week, we’re getting into all things BFCM. What we’re doing right now to prep for the most important time of year for DTC marketers and what brands need to be thinking about that most people don’t. We dig into pacing, impulse-buyer windows and how to avoid misspending on the day, plus how we’re approaching budget planning, Meta performance, and the lessons we’ve learned from our own campaigns over the years.
We also get into what we’d do if we had a new product or brand idea and how we’d validate it in the market, even without a finished product, and the scrappy, cost-effective ways to test before going all in. We break down real examples of brands that nailed their early launches through smart validation and lean marketing, and what you can take from those approaches.
To wrap up, Connor R shares the three ideal hires he’d make first if he were building a marketing team from scratch and how those roles can help you execute faster, test smarter, and scale sustainably.
Zach Stuck on the Core Marketing Tactics to Drive Growth As You Scale: https://youtu.be/M4xn2aISEbg?si=V_8R4sIklXa487CB
If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6Chapters:
00:00:00 - Introduction
00:08:05 - Less-Talked-About BFCM Tactics & Insights
00:24:17 - BFCM Sale Timelines & Pacing Strategy
00:36:46 - Analyzing ROAS Lift & Scaling Spend Pre-BFCM
00:53:50 - How to Test & Validate a New Product Idea
01:10:14 - The First 3 Hires for a New Growth Team
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This week, we’re joined by Reza Khadjavi, founder and CEO of Motion, the podcast’s premier sponsor. Reza breaks down who he’d hire first if he were running growth today, why the best marketers right now are the ones who can merge strategy, execution, and AI into one high-leverage role, and how he’s seeing the return of the elite IC reshape modern marketing teams.
Connor M shares a behind-the-scenes look at how Ridge has collapsed entire layers of their go-to-market workflow, cutting out handoffs, speeding up launches, and proving that smaller, sharper teams can actually do more. We dig into how AI is automating execution, why creativity still sets teams apart, and what it really means for how work gets done.
Then we explore the latest creative trends, from Meta’s Andromeda update and what it means for persona-based targeting to how brands should actually be thinking about creative diversity. Reza walks through Motion’s new AI tagging system, the eight most important categories for creative testing, and why so many brands miss the mark on evolving their messaging. We also talk about how getting naming conventions right can unlock better insights, sharper strategy, and way more creative clarity.
If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6
Chapters:
00:00:00 - Introduction00:05:41 - The Three First Hires for a Director of Growth
00:26:28 - How Ridge Collapsed Its Go-to-Market Workflow
00:37:36 - When Leaders Become ICs
00:51:14 - Meta Andromeda & The Need for Creative Diversity
01:07:44 - The Power of AI Tagging & Naming Conventions
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Learn what separates top 1% creative strategists from everyone else - and why AI is making this the most valuable role in performance marketing.
The Marketing Operators break down the exact skills, mindset shifts, and creative strategy frameworks that will make you indispensable in 2026.
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Brought to you by Applovin. Get access to the Operators channel expansion playbook, online masterclass, and up to $5k in ad credits.
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Despite a one-page website with nothing but his name and a contact button, David Herrmann is easily the world’s most influential media buyer. Famous or infamous (especially if you’re an ad platform that triggers his X-posting wrath), he’s been shaping the face of ecommerce advertising for almost two decades.
One part storytelling, two parts tactical insights … David shares his journey from selling MRI machines online to managing over a billion dollars in ad spend.
Discover the challenges and triumphs of media buying, creative strategy, and the surprising roles of inhouse versus outsourced agencies. Whether you're a seasoned marketer or just starting out, this episode is packed with valuable takeaways and industry insights.
The trio is back together and today we’re getting into the topic of the evolution of the media buying role, and how media buying has transformed from button-pushing inside ad platforms to a more strategic role that demands creativity, data fluency, and taking ownership of the entire customer funnel. We explore friend-of-the-show Taylor Holiday’s growth engineer concept, how automation is reshaping the skill set needed, and we compare notes on how our companies are structuring our growth and paid media teams.
From this, we get deeper into hiring and team culture - what traits we look for in senior marketing hires, how to build and curate self-starting teams, the importance of cultural fit, why marketers today must act like CEOs of their channels, and more.
Watch the last week's episode for more on hiring for marketing: https://open.spotify.com/episode/4uFeSjSwBqe1e39cLQI78x?si=SZH0mEDkQU6VTqX9_QgMkQ
If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6
Chapters:
00:00:00 - Introduction
00:06:06 - Deconstructing a Successful Product Launch
00:22:35 - The Evolving Role of the Media Buyer
00:37:48 - The "Marketer First" Mindset
00:51:49 - How to Hire for a High-Performance Culture
01:03:02 - Going Beyond the Resume to Find the Right Fit
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First up today, we’re getting into OpenAI and ChatGPT shopping with the Shopify integration - including how we’re approaching GEO, why bigger brands might have the edge, and why we’re not going all in on optimization just yet.
We also dig into SMS and email, where the real limit is on frequency, and the balance between driving conversions short-term vs unsubscribes vs retaining subscribers in the long-term.
We share what we’ve tested, what the data shows about diminishing returns, and why most brands are probably leaving money on the table. We break down the difference between flows and campaigns, why flows can handle more volume, and how post-purchase upsells fit into this, from one-click add-ons to holding orders “double dash” style.
We also check in on how podcast ads are performing at Jones Road - what the early results look like, why standard tracking under-attributes, and how we’re thinking about picking winners to scale. To finish up, we talk through the first three marketing hires we’d make if we were building a brand from scratch today.If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6Chapters:
00:00:00 - Introduction
00:10:22 - Our Approach to ChatGPT Shopping & GEO
00:27:13 - Finding the Real Limit on SMS & Email Frequency
00:38:37 - Post-Purchase Upsells: One-Click vs. "Double Dash" Style
00:51:51 - Podcast Ads: Jones Road's Early Results & Attribution
01:01:18 - Drafting Your First 3 Marketing HiresPowered by:Motion.https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-readshttps://motionapp.com/creative-trendsPrescient AI.https://www.prescientai.com/operatorsRichpanel.https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsRivo.https://www.rivo.io/operatorsSubscribe to the 9 Operators Podcast here: https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/
Brought to you by Applovin. Get access to the Operators channel expansion playbook, online masterclass, and up to $5k in ad credits. https://www.9operators.com/applovin
Dive into the inspiring journey of McCoy Merkley from Portland Leather Goods.
From answering a Craigslist ad to becoming a pivotal figure in the company's exponential growth, McCoy shares candid insights on transitioning from a one-man army to leading a full marketing team.Discover the challenges and triumphs of scaling a business, the importance of courage in leadership, and the strategic marketing mix that propelled Portland Leather Goods to success.
Tune in for a conversation filled with practical wisdom and lots of humor, as McCoy reflects on the lessons learned along the way.
Today we’ve got a jam-packed episode for you, hitting on some of the things that are top of mind for us this week - product launches, Meta, partnerships, and more.First, we get into the value of teasing products and tactics on the best way to do that, how to make sure there’s social proof and community buzz from day one, and the role reviews play in building momentum at launch. We also discuss how Hollow turned an organic Joe Rogan plug into a marketing moment, before diving into Meta tactics and what’s actually moving the needle for Cody in terms of net new reach, from exclusions and bidding to the way we’re approaching mid-funnel.Finally, we get into partnerships and what we’ve got going on at Jones Road and HexClad - why we’re taking bigger swings, how persona-driven funnels fit into our strategies, and why it feels more like portfolio management than simple channel testing.If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6Chapters:00:00:00 - Introduction00:11:18 - Pre-Launch Hype Strategies00:20:00 - The Power of Day-One Reviews & Social Proof00:33:40 - Joe Rogan's Organic Hollow Plug00:41:16 - Is Podcast Advertising Worth It?00:50:06 - How to Increase Your New Customer Rate on Meta01:00:02 - Unlocking Growth with Big-Bet Influencer PartnershipsPowered by:Motion.https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-readshttps://motionapp.com/creative-trendsPrescient AI.https://www.prescientai.com/operatorsRichpanel.https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsHaus.http://Haus.io/operatorsSubscribe to the 9 Operators Podcast here:
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In today’s episode, we’re getting into how and why direct mail can be an impactful part of your retention strategy. We discuss why the first 7–14 days post-purchase are critical, how we’re approaching cross-sells and multi-channel retention, what’s working from postcards to premium catalogs, and where direct mail fits into our overall growth strategies.
We’re also joined by Michael Epstein, co-founder of PostPilot, who talks about how the platform makes direct mail fast and easy for brands to actually use. We discuss why coupon codes and QR scans don’t tell the full story, how holdout testing gives you a real read on incrementality, and what attribution looks like at the household level. Michael also shares how brands are using predictive targeting and peer benchmarking inside the platform, and why premium catalogs can create a brand moment that digital ads just can’t match.
If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6
Chapters:
00:00 Introduction
06:02 Multi-Channel Retention Strategies
17:53 Customer Experience and Retention Management
24:00 Direct Mail Campaigns and Effectiveness
30:04 Postpilot and Direct Mail Solutions
43:39 Revolutionizing Direct Mail Marketing
01:03:29 Optimizing Direct Mail Tactics
01:19:36 Acquisition Strategies Through Direct Mail
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In today’s episode, we’re joined by George Davis, CMO at Cozy Earth, to talk about their viral social challenge - the Cozy Earth Bed Rot Challenge.
George shares the story behind the challenge and how it started as a little MVP test in season one with five employees and a $1k prize, and how it grew into season two with a 24/7 livestream, 50M+ impressions and 15k emails collected. We dig into what worked, where the limits were, the brand’s goal of building cultural relevance over direct sales, and how marketing plays of this size stack up against running ads. We also get into the importance of taking big swings and risks, and George shares how brand partnerships and a refined strategy are shaping plans for season three.
From there, we dive into incrementality — one of the trickiest parts of performance marketing. We talk through channel holdouts, overlapping signals, directional insights, negative incremental ROAS, long-term readouts, and why the numbers don’t always tell the full story.
To hear more of our thoughts as the Cozy Earth Bed Rot Challenge played out, listen to: https://open.spotify.com/episode/6z40HWMVQoBFOBY0Xk6S7v?si=1CoayJh-TkaMi2gsylIyZA
If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6
Chapters:
00:00:44 Introduction
05:09:17 What is the Bed Rot Challenge?
18:28:47 Brand Building vs. Driving Direct Revenue
33:24:55 The Risk of Failure
44:03:84 Deep Dive on Incrementality
54:37:06 The Case for Longer Holdout Tests
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Today we’re exploring how DTC brands can reach new audiences on Meta using partnership ads, and how they can improve performance and strengthen the paid social mix, as well as checking in on how Ridge's sweepstakes are going so far.
We talk through how partnership ads compare to whitelisting, our experiences working with creators of all sizes, and what’s actually driving ROI. We also get into the role of gifting, why ads run from a creator’s handle often outperform those from a brand handle, and why single-handle creator ads usually feel the most native. Finally, we cover how partnership ads function as signal engineering, whether they truly deliver incremental reach, and the role of creative in making them work.
If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6
Chapters:
00:00 Introduction
07:06 Influencer Marketing Strategies
18:06 Partnership Ads vs. Traditional Ads
27:23 Signal Engineering and Audience Insights
35:20 Navigating Meta's Advertising Challenges
44:37 Leveraging Influencer Marketing for Targeted Reach
01:00:20 Enhancing Customer Experience Through Personalization
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Today we’re joined by Brett Curry from OMG Commerce, and we’re grilling him on all things YouTube advertising - where to start, strategy, creative, and how to drive results.
We discuss where YouTube sits in the channel mix, how it compares to Meta, why it’s still underused by most operators, as well as the challenges of measuring success on YouTube - from attribution challenges to incrementality and brand lift.
We also get into creative: what makes a good hook, how to structure a YouTube ad, and the differences between polished content and UGC-style ads. Brett also shares his approach to testing, how many creatives you really need, and the metrics that matter most.
Finally, we cover bidding, account structure, and how YouTube can unlock performance across your whole media mix when it’s done right.
If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6
Chapters:00:00 Intro
11:42 Understanding YouTube: Consumption Patterns and Measurement
22:36 The Lift Trifecta: Measuring Success on YouTube
30:07 Navigating Attribution Challenges in YouTube Advertising
37:34 Optimizing Conversion Events
42:39 Account Structure and Automation
45:59 Creative Strategies for YouTube Ads
01:01:06 Measuring Success and Iteration in Campaigns
The Black Friday Operators Online EventSign up here: https://www.9operators.com/black-friday
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In today’s episode, we’re joined by Ariana Ferwerda, co-founder and CEO of Halfdays, to unpack the strategy and philosophy behind building a true community-first DTC brand, and why that approach has worked so well for them.
Ariana shares her journey of launching a brand that struck product-market fit in its first season and grew 10x from their first to second season. We dive into the how and why behind Halfdays’ community-led approach - from the early customer insight that shaped their brand mission, to how they took a different path than the typical early-stage DTC playbook, and how that thinking informs their approach to growth.
She shares what it actually looks like to operationalize community at scale, from their ambassador model to how they decide when to lean on community, and when to tap into performance or influencer marketing instead.
We also get into how they measure the impact of community-led initiatives, what brands often get wrong when they jump into community without a clear reason, and when leading with community simply isn’t the right fit - plus much more.
If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6
Chapters:
00:00 Introduction
12:46 Ariana's Journey to Half Days
22:57 Product Market Fit and Growth Strategies
33:07 The Importance of Community in Brand Strategy
45:18 Activating Community: Events and Engagement
01:00:20 Measuring Community Impact and Success
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From measuring brand health beyond ROAS to breaking down viral awareness plays and running focused growth sprints, we’re getting into the topics on our minds as Marketing Operators right now.
We kick things off with baseline revenue - how we define it, how we track it, and why it’s one of Connor Rolain’s go-to metrics for gauging brand momentum, resilience, and reliance on paid media. We also get into its blind spots, how paid activity can still influence it, and why it should be paired with other brand health signals.
Then we break down Cozy Earth’s $25K “Bed Rot Challenge” campaign - why it’s such a perfect, MrBeast-style awareness stunt built for social, and how we’d tie it more closely to actual sales.
Next, Cody takes us inside a growth sprint he’s running to fix high incremental CPAs on Meta - sharing the framework he’s using, how he rallied growth, creative, and data around it, and the results so far.
Finally, we wrap with a MOPs Hotline question on aligning product and marketing, from deciding which products belong in the hero acquisition funnel to launching new ones for fresh audiences without losing your core customer.
Want to submit your own DTC or ecommerce marketing question? Click here.
Chapters:
00:00 Introduction
04:23 Measuring Brand Health: The Baseline Revenue Metric
09:07 Navigating Brand Marketing and Incrementality
16:22 The Role of Upper Funnel Marketing
23:25 Innovative Campaigns: The Cozy Earth Bed Rot Challenge
40:33 Engaging with TikTok and SMS Marketing Strategies
46:53 Building Teams Around Sprints for Clarity and Action
54:51 The Importance of Recurring Meetings and Accountability
01:07:29 Collaborative Product Development and Marketing Alignment
01:19:43 Leveraging Customer Feedback for Product Development
Cody's X Post: https://x.com/codyplof/status/1954611362111410540
Episode 66: DTC Marketers - Where Are You Wasting Your Time?
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Today on the show we’ve got a very special guest, one of the OGs of ecommerce, Ezra Firestone.
He’s been around forever, running brands like Boom by Cindy Joseph, building software companies like Zipify, and creating training businesses like Smart Marketer, all while staying hands-on in the game as the DTC landscape keeps evolving.
We get into how he went from top wig drop-shipper to building and exiting nine-figure brands, and how that journey shaped the way he thinks about marketing today. Ezra breaks down the creative frameworks and persona funnels he’s using to scale - building tailored journeys that speak directly to specific customer mindsets and motivations - and why a one-size-fits-all approach no longer cuts it in today’s performance landscape.
He also shares why most brands are underusing Amazon and Shop App, how to approach them as full-funnel growth channels, and what it looks like to prepare your brand for AI-native discovery through structured data and platform-level optimization. Plus, we get into Meta ad theory, challenger brand tactics and how Ezra’s role has evolved from hands-on operator to long-term strategist focused on sustainable growth, supporting great teams, and staying aligned with what actually matters.
If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6
Chapters
00:00 Introduction
09:07 The Drop Shipping Business Model Explained
19:26 The Shift from Drop Shipping to Brand Ownership
29:21 Content as a Core Strategy in E-Commerce
39:18 Storytelling and Engagement in Marketing
45:04 Maximizing Amazon and Shop App Opportunities
56:07 The Rise of LLMs and SEO Strategies
59:20 Optimizing E-commerce Operations for Success
01:00:13 Transitioning from Operator to Navigator
01:06:32 The Importance of Strategic Thinking in Business
01:14:08 Evaluating Business Models: E-commerce vs. Agency vs. Software
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Today we’re joined by Connor Dault, CMO of Grüns, to talk about his move into the company, how he got up to speed, and the steps he took to work effectively with a team that was already performing at a high level.
We cover his onboarding approach, how he finds quick wins without disrupting existing success, and how Grüns spots opportunities by pairing customer feedback with cultural trends. Connor breaks down their persona-based marketing strategy, balancing cohesive messaging with high testing velocity, and deciding when to quietly test versus go all-in on a new idea.
He also shares the approaches that drove early growth, from Meta advertising to retention-focused customer experience, and the channels now driving scale, including CTV, YouTube, influencer partnerships, and closer cross-team alignment.
Want to submit your own DTC or ecommerce marketing question? Click here.
If you enjoyed this episode, check out Episode 49 when Connor Dault was first on the show - How Digital Product Fuels DTC Growth with Connor Dault
Chapters
00:00 Introduction
07:22 Onboarding and Team Dynamics in Marketing
15:15 Building Cohesion Across Marketing Strategies
23:12 Navigating Brand Messaging and Consumer Engagement
35:09 Tactical Approaches to Marketing Campaigns
38:15 Strategic Hook Development
41:47 Testing and Personalization Strategies
44:41 Seasonal Marketing and Campaign Planning
48:31 Growth Strategies and Revenue Bands
51:51 Unlocking New Marketing Channels
01:04:52 Innovative Projects and Measurement
01:10:23 Leadership and Feedback Culture
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Today, we’re kicking things off by sharing how we’re structuring our content teams - from hiring in-house roles to building systems around freelancers - and how that supports creative that performs across both brand and paid.
Next we dive into how we’re iterating on some of the biggest campaigns we run at our brands: the sweepstakes. We talk through what’s changing this year, how we’re using influencer content in new ways, and how we’re optimizing campaigns across Meta, YouTube, and TV.
We also get into what we’re testing right now, from comment-to-enter flows to view content objectives and engagement-first creative, and how we use those signals to improve each round.
To wrap up, we look at a product page from Fellow as an example of strong direct response storytelling and share how we’re applying those same principles to our own landing pages.
If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6
Chapters:
00:00 Introduction
03:58 Insights on AI in Creative Strategy
07:16 Behind the Scenes of Content Production
11:06 The Evolution of Internal Content Production
15:18 The Importance of Incrementality Testing
19:18 Planning for Sweepstakes and Major Changes
28:35 Execution Strategies for Sweepstakes Campaigns
38:28 Leveraging Influencer Content for Marketing Success
40:48 Innovative Ad Strategies and Content Creation
44:24 Expanding Marketing Channels and Engagement Metrics
47:31 Understanding Sweepstakes Performance and Audience Engagement
59:20 Cash vs. Experience: The Sweepstakes Dilemma
01:04:19 Building Anticipation for New Campaigns
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Prescient AI.
https://www.prescientai.com/operators
Richpanel.
https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc
Aftersell.
https://www.aftersell.com/operators
Haus.
http://Haus.io/operators
Tatari.
https://www.tatari.tv/?utm_campaign=16263599-Marketing%20Operators%20July&utm_source=marketing%20operators&utm_medium=podcast
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Today we’re getting into how acquisition offers - particularly in pop-ups - can do much more than drive opt-ins. The type of offer you lead with shapes who you acquire, how much they spend, and future LTV. We share examples from the offers we run on our brands, comparing blanket discounts with offers like cashback and second-order incentives, and how those choices impacted retention, AOV, and customer lifetime value.
We also discuss why some offers that looked successful on the surface ended up hurting long-term performance or creating poor customer experiences, and how simple changes led to big lifts in repeat purchase rate. We also touch on whywhy very few teams are testing their pop-ups rigorously, what makes offer testing difficult, and how to build an approach that’s aligned with long-term goals - not just short-term wins.
We also dig into Meta’s recent performance trends, using the latest data from the Haus report. We share what they’re seeing across ASC and manual campaigns, how different optimization strategies are playing out, and why it's getting harder to rely on Meta as a consistent acquisition engine.
Want to submit your own DTC or ecommerce marketing question? Click here.
Operators Podcast Episode 123: The Meta Incrementality Report: Lessons from 640 Haus Experiments
Chapters:
00:00 Introduction
02:34 The Power of Cash Back Offers
05:28 Data-Driven Insights on Pop-Up Offers
08:19 Retention Metrics and Customer Engagement
11:06 Testing Methodologies for Pop-Up Offers
14:19 Holistic Approaches to Customer Acquisition
17:14 Innovative Second Order Offers
20:05 Challenges in Optimizing First Touch Points
26:10 Future Trends in E-commerce Offers
35:43 Optimizing Data Reporting and Analysis
38:00 Evolving Marketing Strategies and Cash Back Offers
41:05 Insights from Meta's Campaign Performance Report
44:52 Understanding Incrementality in Marketing
49:04 Navigating Meta's Advertising Changes
54:43 Leveraging Bundle Builders for Increased Conversions
Finance Operators Episode: How CashBack beats discount codes & More with Dan Glazer
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Prescient AI.
https://www.prescientai.com/operators
Richpanel.
https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc
Aftersell.
https://www.aftersell.com/operators
Rivo.
https://www.rivo.io/operators
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Sign up to the 9 Operators newsletter here: https://9operators.com/
In today’s episode, we’re talking channel expansion and diversifying our media mix - when to think about launching on new channels, what to test, and how to approach those decisions with more clarity.
We break down our current media mixes, the journeys that got us here, and the mental frameworks we use to decide what to try next.
We’re also joined by Austin Santino, Client Development Manager at Tatari, who shares his perspective on how DTC brands are approaching TV. He breaks down what it really takes to get started with TV advertising, why it’s more accessible than most brands think, and how Tatari is helping brands treat TV more like a performance channel. We talk about starting budgets, creative expectations, how attribution actually works, and what kinds of brands should (and shouldn’t) be thinking about TV right now.
If you’re thinking about where to go next with your paid strategy, or how to evolve your channel mix beyond Meta, this episode will help you sense-check your timing, avoid wasted spend, and expand with more confidence.
If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6
00:00 Introduction
04:14 Exploring Channel Expansion and Diversification
07:01 Current Media Mix and Strategies
17:16 The Evolution of Media Mix Over Time
25:50 Testing New Channels and Creative Strategies
36:23 Insights from the Media Mix Journey
42:06 Testing and Scaling Ad Strategies
49:15 Creative Diversity and Measurement in Advertising
01:01:04 Navigating TV Advertising: Insights and Strategies
01:12:07 The Evolution of TV Creative: UGC vs. High Production
01:21:25 Final Thoughts on TV Advertising and Measurement
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Motion.
https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-readshttps://motionapp.com/creative-trends
Prescient AI.
https://www.prescientai.com/operators
Richpanel.
https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc
Aftersell.
https://www.aftersell.com/operators
Haus.
http://Haus.io/operators
Tatari.
https://www.tatari.tv/?utm_campaign=16263599-Marketing%20Operators%20July&utm_source=marketing%20operators&utm_medium=podcast
Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9
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Sign up to the 9 Operators newsletter here: https://9operators.com/
When we heard Eric Seufert talk at the Meta Summit we knew we had to have him on the show.
Eric is the founder of Mobile Dev Memo and partner at Heracles Capital, and he joins us today for a deep dive into how today’s smartest marketers approach measurement. We unpack the difference between deterministic and probabilistic attribution, why incrementality testing beats last-click reporting, and how to make sense of CAC, LTV, and payback periods across different business models. Eric shares insights on Meta’s evolving AI infrastructure, signal loss, and platform opacity, explaining why a single tool can’t give you the full picture, and why the greatest marketers are the ones that think like data scientists. He also introduces the concept of signal engineering: how to guide automated ad platforms by sending higher-quality signals and intent data.
If you’re enjoying the podcast, please hit the subscribe button, comment, share and like - it helps us reach more people, get more great guests on the show and keep bringing these episodes to you every week.
Want to submit your own DTC or ecommerce marketing question? Click here.
00:00 Introduction
06:42 The Role of Discord in Gaming Advertising
09:21 Eric's Journey in the Gaming Industry
19:04 Understanding Freemium Models in Mobile Gaming
26:08 Incentivized Advertising in Gaming
29:55 Understanding Measurement Tools in Advertising
30:24 Deterministic vs. Probabilistic Measurement
33:14 Attribution Models and Measurement Tools
39:16 Geo Lift Studies and Their Application
43:03 Common Sense in Marketing Measurement
54:10 Operationalizing Incrementality Testing
56:25 Understanding Incrementality and Testing Strategies
01:00:33 Navigating the Meta Ecosystem and AI Changes
01:06:40 Signal Engineering and Optimizing for Conversions
01:09:44 Radical Experimentation in Creative Strategies
01:21:55 Breaking Out of Targeting Loops
Meta's AI advertising playbook (with Matt Steiner):
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https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-readshttps://motionapp.com/creative-trends
Prescient AI.
https://www.prescientai.com/operators
Richpanel.
https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc
Aftersell.
https://www.aftersell.com/operators
Haus.
http://Haus.io/operators
Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9
Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS
Sign up to the 9 Operators newsletter here: https://9operators.com/
