Most startups and scaleups rinse digital… then hit a growth plateau.

In this conversation, Jessica Treasure (Head of Strategy at Bountiful Cow) breaks down how challenger brands can use TV and video advertising to unlock growth, even with smaller budgets.

We cover:

• Why copying competitors is a losing strategy

• How to find “white space” in media

• When digital performance stops working

• How TV can be tested (not risky or all-in) • What budget you actually need to start

• How to measure success properly

• Brand vs performance (and why brand improves performance) If you think TV is only for big brands with big budgets — this will change your mind.

⏱️ Chapters

00:00 Intro – Meet Jess from Bountiful Cow

00:50 How scaleups should approach TV advertising

01:20 Why copying competitors doesn’t work

02:00 Finding “white space” in media strategy

03:10 Why startup budgets change the rules

03:55 The digital performance plateau explained

04:40 When optimisation becomes pointless

05:20 Why TV helps you reach light buyers

06:20 Making TV flexible like digital 07:10 Why TV fragmentation is an opportunity

08:30 Case study: subscription brand growth with TV

08:55 Case study: FMCG challenger scaling in the UK

10:25 How much budget do you actually need for TV?

11:55 Why measurement is non-negotiable

13:10 Defining success & choosing the right KPIs

14:40 Brand vs performance marketing explained

16:15 The evidence that brand improves performance

17:30 Research & resources marketers should use

18:45 Final advice: measurement + stakeholder buy-in

20:00 How to get in touch