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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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):

https://podcasts.apple.com/us/podcast/season-5-episode-23-metas-ai-advertising-playbook-with/id1423753783?i=1000711081020

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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

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/

Today, we dig into the Meta performance issues we’ve been seeing firsthand - where spend is up, reach is down and performance isn’t tracking the way it used to. We unpack what’s been going wrong, and share the tactical changes we’ve tested to get better results.

We get into where we’ve historically over-invested or moved too slowly, how we’re thinking about creative and spend caps right now, and why simplifying account structure might be more powerful than layering on more campaigns. We also discuss where performance has started to turn around as a result of strategic shifts and tests.

We also touch our amazon prime day results so far, recent product drops and 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

00:00 introduction05:16 Event Insights and Networking

08:06 Product Launch Challenges

11:30 Marketing Strategy and Tier Systems

13:56 AI Automation in Marketing

17:14 Prime Day Performance Analysis

20:04 Meta Advertising Roadmap

26:07 Channel Diversification Strategies

29:04 New Product Launches and Incrementality

31:50 Funnel Diagnostics and Performance Metrics

34:36 Creative Strategies for Different Audiences

37:42 Testing and Optimizing Campaigns

40:35 Leveraging Partnership Ads

43:51 Final Thoughts on Meta and Future Strategies

Powered by:

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

Rivo.

https://www.rivo.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/