The Marketing Millennials Going from Social to the Super Bowl, with Lucas Coyle, Director of Brand Media & Awareness at MANSCAPED (CTV Mini-Series Episode #3)
Mar 17, 2026
Mauricio Lizarazu, a Tatari client development lead who runs TV like performance advertising, and Lucas Coyle, MANSCAPED’s Director of Brand Media & Awareness who scaled TV-first strategies. They discuss turning TV into a measurable growth engine. Topics include convergent TV buying, measuring TV like digital, surprising high-performing channels, direct publisher deals, and the path to a Super Bowl buy.
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Buy Convergent TV With Unified Measurement
- Use a convergent platform that unifies linear and streaming for consistent measurement and buys.
- Lucas says Tatari gave Manscaped converged reporting, transparency, and flexible buying power to toggle into big moments without huge upfronts.
Programmatic Alone Reaches Only A Tiny Slice
- Programmatic-only buys capture a small slice of total ad-supported TV and limit scale.
- Mauricio notes programmatic covers ~7% of ad-supported TV so convergent buying unlocks live sports, linear and publisher inventory.
Mix Brand Storytelling With DR Creative
- Balance brand storytelling spots with direct-response (DR) creative to support recall and funnel performance.
- Manscaped pairs long-form brand ads (e.g., Super Bowl) with DR variations that call out product features and CTAs.