While big advertisers debate demographics and brand building, smaller direct-to-consumer businesses cut through to what matters: contribution margin, not vanity metrics. They work with finance metrics from day one because at their scale, the CEO often IS the CFO.

Growth agencies working with emerging brands in the FELT (Fat End of Long Tail) serve businesses that can benefit enormously from TV but can't afford traditional measurement approaches. They measure success in contribution margin per session, not CPA or ROAS.

This presentation will cover:

Why contribution margin per session matters more than platform-friendly metrics like ROAS

How FELT businesses use outcome data to make TV work at their scale

The difference between finance language (what actually gets approved) and marketing language (what sounds good in presentations)

Practical examples of scaling revenue with the right metrics (e.g., £100k to £1.2m ARR in nine months)

What larger advertisers can learn from small businesses who start with business outcomes rather than media metrics