Marketing Operators When to Diversify or Evolve Your Media Mix: How To Approach Channel Expansion (Bonus Episode)
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Jul 24, 2025 Austin Santino, Client Development Manager at Tatari, shares his expertise on the evolving landscape of TV advertising. He explains why TV is becoming more accessible for brands and how to treat it like a performance channel. The discussion touches on budgeting, creative expectations, and effective attribution. Santino also highlights the need for brands to consider their media mix strategically—shifting focus from traditional platforms to diversifying into channels like TV and streaming. His insights help clarify when and how to expand marketing efforts.
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Ridge's Media Mix Evolution
- Ridge's media mix evolved from heavy Meta dependence to diversified channels including TV, YouTube, and AppLovin.
- They pulled back on Meta spending seeing rolling reach issues but maintained strong efficiency with other channels.
Channel Expansion Strategy
- Test new channels only after stabilizing performance on core channels like Meta.
- Choose channels based on audience demo and creative readiness, starting small with meaningful budgets.
Creative Diversity Enables Meta Scaling
- Scaling on Meta requires more creative diversity now than a few years ago.
- Ridge saw plateauing growth until investing heavily in diverse video content starting 2021.