AllMedia BuyingMeasurementEngineeringClient SpotlightPeople
December 5, 2018

‘Tis The Season For a Monster Sale

At Tatari, we often get the question “when is the best time for being on TV?”. There is no good answer because every company is unique, and each will have its own best timing. However, there is one general exception: the two or three weeks right after Christmas. During those weeks, advertisers pull out of the market as budgets are closed for the year and CMOs check out of the office on vacation.  Inventory becomes widely available and with that, pricing craters. The network reps are people with holiday plans too, so they're more likely inclined to accept offers that they normally wouldn't.

November 15, 2018

Partner Spotlight: Caitlin Nugent at Turner

Turner is a global media company that creates and programs branded news, entertainment, sports, animation and young adult multi-platform content for consumers around the world. Turner brands and businesses are some of the most valuable in the world and include CNN, TBS, TNT, TCM, truTV, Cartoon Network, Boomerang, Adult Swim, Turner Sports, Bleacher Report, iStreamPlanet and ELEAGUE.

November 7, 2018

Tatari Welcomes Former LiveRail and Facebook Exec Amit Sharan as Head of Marketing

Dear readers - today is another important day in our short history at Tatari.  We have hired a real head of marketing, Amit Sharan.  Our growth today was purely organic and we can't wait to see how Amit will help us double-down, especially as it relates to OTT and Connected TV advertising. Fittingly, we have also put out our first press release.  Enjoy - Philip Inghelbrecht, CEO, Tatari

October 31, 2018

TV Economics: Not Your Econ 101

This blog post is written by Joel Lander.  Joel holds a PhD from UCLA and is an economist at heart.  Prior to co-founding Tatari, Joel served seven years at the Federal Reserve where he co-authored a seminal white-paper on asset pricing (“Earning Forecasts and the Predictability of Stock Returns”).  Even Alan Greenspan was bedazzled and quick to translate Joel’s work into two famous words: “irrational exuberance”.  Joel’s smarts are now put to work for Tatari clients.

October 22, 2018

Client Spotlight: Will Flaherty at Ro

Ro is a mission-driven healthcare technology company where doctors, pharmacists and engineers are working together to reinvent the way the healthcare system works. We have two verticals: Roman, an end-to-end service for men's health starting with erectile dysfunction, often the first sign of a far more serious underlying health condition, and Zero, an end-to-end service to help people quit smoking, the leading cause of preventable death worldwide.

October 10, 2018

Tatari at San Francisco Homelessness Datathon

Last week, Tatarians from our San Francisco office volunteered at ShelterTech, a non-profit organization focused on solving technology challenges faced by those experiencing homelessness.  

October 4, 2018

Connected TV and Cable TV: Same but Different

The march of over-the-top (OTT) and connected TV (CTV) has been unstoppable. The number of OTT and CTV viewers in the US will soon surpass 200 million, or more than half of the US population, according to eMarketer.

September 26, 2018

Can you share your CPV expectations for our pilot campaign?

Undeniably one of the most asked questions in the run-up to a TV pilot is “What Cost-per-Visitor (CPV)” or “What Cost-per-Sale (CPS)” should we expect, and “what have you seen in other campaigns?” It is a completely normal and fair question. Even a modest $100K TV pilot is a sizeable bet for most marketing people. Furthermore (and particular in technology circles), TV suffers from a stigma of wasted spend, and therefore gets deeply scrutinized at either the CEO or board level. The answer is unfortunately not straightforward.

September 19, 2018

Client Spotlight: Adam Miller from Turo

Turo is the world’s largest peer-to-peer car-sharing marketplace, allowing private car owners to share their vehicle with travelers via web and app services. We recently talked to Adam Miller—Senior Manager of Marketing, Growth, and Analytics—about Turo’s experience with TV advertising. Adam has been working with Tatari for almost a year now, from Turo’s initial pilot to today’s scaled-up campaign. Having grown into a TV advertising expert, his perspective is unique and a recommended read for any novice TV advertiser.

September 12, 2018

NFL viewing: just a fumble?

The NFL season kicked off last week, and it wasn’t a particularly strong start for TV’s most watched program.  The Falcons vs. Eagles rating was down 11% from last year (when the Chiefs handsomely beat the Patriots) and in fact, it drew the lowest rating for an opening game in a decade. NFL pundits will cite a lackluster game that had a delayed start, and therefore late finish, on a week day.

September 7, 2018

Tatari turned 2! Here's our trip down memory lane.

Since 2016, we’ve learned a lot, accomplished many goals and maybe had a couple shenanigans along the way. And we wouldn’t have had it any other way! Thank you to our clients, partners and team members who continue to further our goals.

August 23, 2018

Austin Santino: Media Ops Intern

Austin joined Tatari in May for a summer internship.  From first business trip to pushing yourself out of your comfort zone, we thought it would be fun to get his take on new experiences. 

August 14, 2018

Seasonality in media-buying

As discussed in a prior article, clearance in remnant TV buying is influenced by various factors. Timing is one of those factors, and often manifested in patterns of seasonality. We will demonstrate this with real data between 2016 and 2018. To generally learn more about media-buying, and what the term “clearance” means, we refer you to this blog post. 

August 8, 2018

Katie Miltimore: Media Ops Associate

Katie joined Tatari in July this year.  We thought it would be fun to get her first impressions of working at the company.  And perhaps have her share a word of advice for college students, too.

August 1, 2018

Let's get clear on clearance. And pricing.

Pricing and clearance are two pillar concepts, deeply intertwined, in remnant TV media-buying. This post will focus on the former, and in particular the challenges that come with predicting clearance.

July 24, 2018

Thanks, Koosh!

Last week, some of our SF team decided to surprise one of our remote colleagues, Koosh, in Capitola CA. Koosh is an early (!) Tatari software engineer and the person behind quite a few essential features, such as our pixel technology and related data warehousing, from setup to scaling (just to give you a taste, Tatari captures over a billion events monthly).

June 28, 2018

Swinging for the fences: a Hubble Contacts story

It was Thursday, October 19, and Ben and Jesse, founders of Hubble Contacts, had just come off their weekly call with Tatari. They had been running TV advertising since spring that year, and that day presented a defining moment: Tatari had recommended that Hubble Contacts purchase spots on the World Series. The Astros were playing the Dodgers in the first game the following week, on Tuesday, October 24. With each spot commanding a near 6-digit-dollar figure, this would be the biggest and ballsiest play yet for Hubble.