Show notes
Subscribe to DTC Newsletter - https://dtcnews.link/signupMost DTC brands put the bulk of their paid budget where attention is thinnest. Viewers spend about 99 minutes per session on Connected TV and 8 minutes per session on social, yet only 9% of standard marketing budgets go to CTV. This episode is about closing that gap on CTV with the same measurement & targeting you get on social (starting at $7 CPMs!)Emily Huo built ad businesses at X (Twitter), Reddit, and Spotify, and now runs SMB advertising at Paramount. She walks through how a DTC brand actually gets onto Survivor, Landman, or RuPaul's Drag Race, what to spend, and how to know if it worked.Sign up for Paramount Ads Manager today. Get your brand on TV tomorrow.This episode, we get into:The seasonal play: build awareness over the summer, retarget in the fall, convert in Q4Why you start broad on targeting and let the data tell you who is really watching, not the persona you imported from MetaThe pixel setup that ties a TV impression to a site visit, a lead, or a purchaseThe geo holdout test for measuring halo effect with no third-party toolsWhy a 30-second unskippable spot changes how you tell a brand story when you are not a household name yetBudgeting: carve out 10% as experimental, expect a three-month ramp, scale from thereWho this is for: DTC founders and growth marketers who have maxed out social, anyone planning Q4 now, and operators curious whether CTV is real or just a hot label.What to steal: the install-pixel-now, build-in-summer, convert-in-Q4 sequence, and the broad-then-narrow targeting approach.Timestamps:0:00 Emily Huo's Journey to Paramount3:10 Why CTV Is Growing So Fast8:07 CTV Targeting vs Meta Ads12:14 CTV Budget & Testing Strategy23:18 Measuring the Halo EffectSubscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://dtcnews.link/pilothouseFollow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video
