The Untapped Potential of YouTube Ads – Strategy, Measurement & What Drives Results with Brett Curry
Today we’re joined by Brett Curry from OMG Commerce, and we’re grilling him on all things YouTube advertising - where to start, strategy, creative, and how to drive results.We discuss where YouTube sits in the channel mix, how it compares to Meta, why it’s still underused by most operators, as well as the challenges of measuring success on YouTube - from attribution challenges to incrementality and brand lift.We also get into creative: what makes a good hook, how to structure a YouTube ad, and the differences between polished content and UGC-style ads. Brett also shares his approach to testing, how many creatives you really need, and the metrics that matter most.Finally, we cover bidding, account structure, and how YouTube can unlock performance across your whole media mix when it’s done right.If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6Chapters:00:00 Intro11:42 Understanding YouTube: Consumption Patterns and Measurement22:36 The Lift Trifecta: Measuring Success on YouTube30:07 Navigating Attribution Challenges in YouTube Advertising37:34 Optimizing Conversion Events42:39 Account Structure and Automation45:59 Creative Strategies for YouTube Ads01:01:06 Measuring Success and Iteration in CampaignsThe Black Friday Operators Online EventSign up here: https://www.9operators.com/black-fridayPowered by:Motion.https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-readshttps://motionapp.com/creative-trendsPrescient AI.https://www.prescientai.com/operatorsRichpanel.https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsRivo.https://www.rivo.io/operatorsSubscribe to the 9 Operators Podcast here: https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/
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How Halfdays Turned Community into a Growth Engine - with CEO Ariana Ferwerda
In today’s episode, we’re joined by Ariana Ferwerda, co-founder and CEO of Halfdays, to unpack the strategy and philosophy behind building a true community-first DTC brand, and why that approach has worked so well for them.Ariana shares her journey of launching a brand that struck product-market fit in its first season and grew 10x from their first to second season. We dive into the how and why behind Halfdays’ community-led approach - from the early customer insight that shaped their brand mission, to how they took a different path than the typical early-stage DTC playbook, and how that thinking informs their approach to growth.She shares what it actually looks like to operationalize community at scale, from their ambassador model to how they decide when to lean on community, and when to tap into performance or influencer marketing instead.We also get into how they measure the impact of community-led initiatives, what brands often get wrong when they jump into community without a clear reason, and when leading with community simply isn’t the right fit - plus much more.If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6Chapters:00:00 Introduction 12:46 Ariana's Journey to Half Days22:57 Product Market Fit and Growth Strategies33:07 The Importance of Community in Brand Strategy45:18 Activating Community: Events and Engagement01:00:20 Measuring Community Impact and SuccessThe Black Friday Operators Online EventSign up here: https://www.9operators.com/black-fridayPowered by:Motion.https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-readshttps://motionapp.com/creative-trendsPrescient AI.https://www.prescientai.com/operatorsRichpanel.https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsHaus.http://Haus.io/operatorsSubscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/
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1:26:55
From Growth Sprints to Brand Health Metrics: What's Driving Wins Right Now
From measuring brand health beyond ROAS to breaking down viral awareness plays and running focused growth sprints, we’re getting into the topics on our minds as Marketing Operators right now.We kick things off with baseline revenue - how we define it, how we track it, and why it’s one of Connor Rolain’s go-to metrics for gauging brand momentum, resilience, and reliance on paid media. We also get into its blind spots, how paid activity can still influence it, and why it should be paired with other brand health signals.Then we break down Cozy Earth’s $25K “Bed Rot Challenge” campaign - why it’s such a perfect, MrBeast-style awareness stunt built for social, and how we’d tie it more closely to actual sales.Next, Cody takes us inside a growth sprint he’s running to fix high incremental CPAs on Meta - sharing the framework he’s using, how he rallied growth, creative, and data around it, and the results so far.Finally, we wrap with a MOPs Hotline question on aligning product and marketing, from deciding which products belong in the hero acquisition funnel to launching new ones for fresh audiences without losing your core customer.Want to submit your own DTC or ecommerce marketing question? Click here.Chapters:00:00 Introduction04:23 Measuring Brand Health: The Baseline Revenue Metric09:07 Navigating Brand Marketing and Incrementality16:22 The Role of Upper Funnel Marketing23:25 Innovative Campaigns: The Cozy Earth Bed Rot Challenge40:33 Engaging with TikTok and SMS Marketing Strategies46:53 Building Teams Around Sprints for Clarity and Action54:51 The Importance of Recurring Meetings and Accountability01:07:29 Collaborative Product Development and Marketing Alignment01:19:43 Leveraging Customer Feedback for Product DevelopmentCody's X Post: https://x.com/codyplof/status/1954611362111410540Episode 66: DTC Marketers - Where Are You Wasting Your Time? Follow us on XPowered by:Motion.https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-readshttps://motionapp.com/creative-trendsPrescient AI.https://www.prescientai.com/operatorsRichpanel.https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsRivo.https://www.rivo.io/operatorsSubscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/
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1:23:17
DTC OG Ezra Firestone on How the Game Has Shifted and What’s Working Now
Today on the show we’ve got a very special guest, one of the OGs of ecommerce, Ezra Firestone.He’s been around forever, running brands like Boom by Cindy Joseph, building software companies like Zipify, and creating training businesses like Smart Marketer, all while staying hands-on in the game as the DTC landscape keeps evolving.We get into how he went from top wig drop-shipper to building and exiting nine-figure brands, and how that journey shaped the way he thinks about marketing today. Ezra breaks down the creative frameworks and persona funnels he’s using to scale - building tailored journeys that speak directly to specific customer mindsets and motivations - and why a one-size-fits-all approach no longer cuts it in today’s performance landscape.He also shares why most brands are underusing Amazon and Shop App, how to approach them as full-funnel growth channels, and what it looks like to prepare your brand for AI-native discovery through structured data and platform-level optimization. Plus, we get into Meta ad theory, challenger brand tactics and how Ezra’s role has evolved from hands-on operator to long-term strategist focused on sustainable growth, supporting great teams, and staying aligned with what actually matters.If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6Chapters00:00 Introduction09:07 The Drop Shipping Business Model Explained19:26 The Shift from Drop Shipping to Brand Ownership29:21 Content as a Core Strategy in E-Commerce39:18 Storytelling and Engagement in Marketing45:04 Maximizing Amazon and Shop App Opportunities56:07 The Rise of LLMs and SEO Strategies59:20 Optimizing E-commerce Operations for Success01:00:13 Transitioning from Operator to Navigator01:06:32 The Importance of Strategic Thinking in Business01:14:08 Evaluating Business Models: E-commerce vs. Agency vs. SoftwarePowered by:Motion.https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-readshttps://motionapp.com/creative-trendsPrescient AI.https://www.prescientai.com/operatorsRichpanel.https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsHaus.http://Haus.io/operatorsSubscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/
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1:26:08
Unlocking Growth Levers with Connor Dault, CMO of Fast-Growth DTC Supplement Brand Gruns
Today we’re joined by Connor Dault, CMO of Grüns, to talk about his move into the company, how he got up to speed, and the steps he took to work effectively with a team that was already performing at a high level.We cover his onboarding approach, how he finds quick wins without disrupting existing success, and how Grüns spots opportunities by pairing customer feedback with cultural trends. Connor breaks down their persona-based marketing strategy, balancing cohesive messaging with high testing velocity, and deciding when to quietly test versus go all-in on a new idea.He also shares the approaches that drove early growth, from Meta advertising to retention-focused customer experience, and the channels now driving scale, including CTV, YouTube, influencer partnerships, and closer cross-team alignment.Want to submit your own DTC or ecommerce marketing question? Click here.If you enjoyed this episode, check out Episode 49 when Connor Dault was first on the show - How Digital Product Fuels DTC Growth with Connor DaultChapters00:00 Introduction07:22 Onboarding and Team Dynamics in Marketing15:15 Building Cohesion Across Marketing Strategies23:12 Navigating Brand Messaging and Consumer Engagement35:09 Tactical Approaches to Marketing Campaigns38:15 Strategic Hook Development41:47 Testing and Personalization Strategies44:41 Seasonal Marketing and Campaign Planning48:31 Growth Strategies and Revenue Bands51:51 Unlocking New Marketing Channels01:04:52 Innovative Projects and Measurement01:10:23 Leadership and Feedback CulturePowered by:Motion.https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-readshttps://motionapp.com/creative-trendsPrescient AI.https://www.prescientai.com/operatorsRichpanel.https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsRivo.https://www.rivo.io/operatorsSubscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/
Ireland