What Top Advertisers Are Doing Differently This Black Friday

‘Tis the season for performance, and it’s starting earlier than ever. The advertisers who win the holidays aren’t waiting for the rush. They move first, spend with conviction, and treat every dollar like it has to earn its place.

Tatari surveyed marketers across the industry on how they’re planning for Black Friday and Cyber Monday (BFCM) this year—timing, budget, channel strategy, and measurement. The survey found that more than half of brands will be running holiday campaigns as early as October, and nearly 6 in 10 are increasing budgets to make sure this season delivers.

In this session, Tatari and MANSCAPED unpack the biggest takeaways from the survey. You’ll hear firsthand how brands and agencies alike are preparing for the season, and what separates the advertisers who scramble from the ones who scale.

You’ll learn:

– How top brands and agencies are timing and budgeting their 2026 BFCM campaigns

– What it takes to measure real impact on holiday sales, so you walk away with proof, not just a plan

– How filling the funnel before BFCM drove MANSCAPED’s most efficient CPA months of the year

– Why blending linear and streaming adds reach without sacrificing efficiency

See all upcoming ADWEEK webinars. 

SPONSORED BY

Speakers

Brian Thibault

VP of Marketing, MANSCAPED

Sam Joachim

Senior Director, Services, Tatari

Brian Thibault

VP of Marketing, MANSCAPED

Brian is a marketing leader with deep expertise in brand building, media strategy, and category growth. At MANSCAPED, he leads the company’s global marketing strategy across brand, performance, retail, Amazon, and direct-to-consumer channels, helping drive omnichannel expansion and international growth. Prior to MANSCAPED, he spent more than a decade at Johnson & Johnson and Kenvue, leading brand strategy, innovation, and go-to-market execution for brands including Neutrogena, Listerine, Rogaine, and Clean & Clear.

Sam Joachim

Senior Director, Services, Tatari

Sam leads Tatari’s Services organization, helping brands maximize performance and long-term growth through modern TV advertising. With more than six years at Tatari and experience across agency and client-side marketing, he specializes in building client partnerships and driving measurable business outcomes.