Borrowed Trust Beats Any Pitch

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In Partnership with Tatari

The brands winning BFCM start optimizing early.

Tatari surveyed TV advertisers about their 2026 holiday plans, and brands are moving early.

Nearly 6 in 10 are increasing their BFCM TV budgets, and 54% plan to launch holiday messaging before mid-November

Launching earlier gives brands time to find what converts before TV inventory gets more competitive and expensive.

That’s how Knix approached TV. After testing ahead of peak season, one spot drove 9,000 site visits within five minutes at a 70% lower CPA. Creative testing also doubled response rates and cut CPV by 45%.

The extra runway helped Knix identify what deserved more budget before purchase intent peaked. 

By Black Friday, you don’t want to still be testing. You want to be scaling.

See how Tatari can help you scale TV for BFCM.

P.S. In NYC Oct. 29? Join Tatari at Forward for an afternoon on what’s next in advertising with Reddit CEO Steve Huffman, and marketers from Liquid IV, MANSCAPED, and more.

💡 What Meta's Glasses Launch Reveals About Ad Strategy

Unboxing videos and celebrity endorsements are doing more than showing off a product, they are making it feel familiar before anyone has bought it. A deep dive into a major ad library uncovered the exact pattern behind a recent smart glasses launch, and it holds up well enough to copy. The idea is simple: stack enough touchpoints in front of one person until the product feels familiar, familiarity turns into desire, and FOMO closes the sale. Here are the top formats behind it:

1️⃣ Collaborations
Pairing a product with a massive following skips education entirely. When a face with hundreds of millions of followers appears next to a product, there is no need to explain what it does, borrowed trust does the work instead.

2️⃣ Monochrome Simplicity
Some ads strip everything away, just a tight shot of the product with no props or clutter. The entire pitch rests on one feature, letting the product look ordinary while quietly proving it is not.

3️⃣ Product Diversity
Other ads skip the pitch altogether and focus purely on variety, repeating a simple line like decisions decisions decisions over a lineup of options, making color the only real choice left.

Beyond creative formats, a few structural patterns repeat: third party accounts running ads alongside the main brand page, retargeting with straightforward shopping ads, landing pages built around one clear message, and value lines that name a single feature plainly.

The Takeaway
A strong launch does not rely on one perfect ad, it relies on stacking two or three of these formats together so the product starts to feel familiar fast. That familiarity is what quietly does the selling before anyone consciously decides to buy.

📲 Build, Test, and Publish an App Without Leaving Codex

Want to take an app from idea to the App Store without switching between a dozen tools? Codex can handle nearly the entire process, from building the app itself to prepping it for submission. All you need is Xcode installed on a Mac and an Apple Developer account, Codex takes care of the rest. Here is a step by step guide to get started:

Steps to Build and Publish an App Using Codex:

1️⃣ Generate the App
If there is no app ready yet, ask Codex to build one directly, for example a calendar planning app for couples with no database or payments required. Codex handles the initial build from a simple prompt.

2️⃣ Set Up Xcode and a Simulator
Make sure Xcode is installed along with at least one iOS simulator. If the setup process is unclear, Codex can walk through it step by step.

3️⃣ Test and Prepare for App Store Readiness
Ask Codex to test the app inside the simulator, scan for App Store readiness, list what is missing, then fix and package the project for Xcode automatically.

4️⃣ Publish Through App Store Connect
Sign up for the Apple Developer Program at ninety nine dollars a year, then push the finished Xcode project to the App Store through App Store Connect.

The Takeaway
Codex turns app development into a much more contained process, handling everything from the first build to App Store readiness checks. With Xcode and a developer account as the only real requirements, Codex makes it possible to go from a simple prompt to a published app without constantly switching tools.

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