https://zerofluffmarketing.com/insights/ Full-funnel media planning and buying for DTC ecommerce brands: Meta, Google, TikTok and CTV, judged on blended MER and new customer profit, not platform ROAS. en-us https://zerofluffmarketing.com/insights/how-to-split-a-dtc-ad-budget/https://zerofluffmarketing.com/insights/how-to-split-a-dtc-ad-budget/Sun, 04 Oct 2026 00:00:00 GMTStart from the new customer CAC your margins can afford. Fund the channel that acquires customers most profitably until it hits that ceiling, add Google to capture the demand it creates, then add reach channels like TikTok and CTV, and keep five to ten percent of spend for tests. Review weekly and reallocate monthly. https://zerofluffmarketing.com/insights/mer-vs-roas/https://zerofluffmarketing.com/insights/mer-vs-roas/Sat, 03 Oct 2026 00:00:00 GMTMER (net revenue divided by total paid media spend) tells you whether paid media is working for the business. ROAS (revenue a platform attributes to itself divided by its spend) tells you how campaigns compare inside one platform. Set budgets on MER and new customer CAC, and use ROAS to run campaigns day to day. https://zerofluffmarketing.com/insights/when-ctv-is-worth-it/https://zerofluffmarketing.com/insights/when-ctv-is-worth-it/Fri, 02 Oct 2026 00:00:00 GMTCTV is worth it for a DTC brand when three things are true: paid social and search are already profitable, there is budget for a real six to eight week test, and the creative works without a click. Measure it with a geo holdout on new customers and branded search, not with view-through conversions.