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Media BuyingSee All

May 22, 2018

Choosing between local and national advertising

Advertisers often assume that airing on local TV is cheaper. While local spot costs are indeed less expensive than national buys, the number of local impressions aired is much smaller. To address this difference, a good apples-to-apples comparison can be made by quantifying both type of buys as a CPM (cost per thousand impressions). This comparison is insightful because local TV CPMs tend to be notably higher than national TV CPMs, often by orders of magnitude. For the sake of completeness, we should point out that there is no universal local CPM. Local CPMs vary by geography since audiences can be vastly different from one location to another (e.g. different average household income).

May 2, 2018

Brand and direct-response TV ads

TV ads so far have always been classified as either brand or direct-response (DR). We will discuss the typical features of both types and show that a third (hybrid) option is also feasible.

April 25, 2018

How to start TV creative production?

When starting TV advertising, it is important to allocate enough time for creative production. This is the biggest bottleneck in TV as the production process easily takes between six to eight weeks. Once the ads are produced, it takes less than one week to be on TV. In this article, we will provide a few suggestions and pointers to successfully manage creative production.

February 14, 2018

The basics of media-buying

If you are new to TV advertising, learning the ropes of media-buying can be intimidating. In this article, we explain the basics of TV inventory and describe how media-buying works in today’s market. This summary will equip every novice marketer with the vocabulary to start navigating the world of TV advertising.

January 16, 2018

When to go into TV advertising?

Advertisers often wonder when the right time is for going into TV advertising. Sadly, many wonder if TV even makes sense at all because it is often assumed to be a big-budget brand privilege. Worse, many think the answer is “never.” In this article, we hope to debunk these myths by highlighting indicators of the right time to go into TV, and by showing that TV is usually appropriate earlier than most advertisers assume.

MeasurementSee All

May 30, 2018

The importance of creative de-bias in TV measurement

In the remnant TV market, advertisers typically place media buys on a weekly basis and have no guarantee of clearance. Furthermore, spots aired are seen by all viewers, as opposed to online ads in digital marketing in which random samples of viewers see different ads. This makes it difficult to execute a perfect creative test construct. What usually happens is that different creatives end up being distributed across different networks, and occasionally with different spend. Furthermore, with the introduction of new creatives in the mix, advertisers often encounter a scenario in which some creatives aired on certain networks, while the newer ones did not (or vice versa). The impact of network-rotation variability and imperfect creative split should therefore not to be ignored, as it can greatly affect the measured performance of creatives. This is what we refer to as ‘creative bias.’

May 16, 2018

Difficulties of measuring conversions on linear TV

In advertising, conversion is a step in the marketing funnel during which website (or app-store) visitors perform a desired action (e.g. they purchase a product, become subscribers, etc.). It is usually expressed a percentage. For example, a 5% conversion rate means that for every 100 website visits (or app downloads), 5 people will purchase a product. Because it directly shows how many people became customers as a result of being exposed to an ad, it allows for calculation of the customer acquisition cost (CAC), and every marketer therefore wants to measure it correctly.

May 8, 2018

Measuring the delayed response of a TV campaign

To date, TV advertising campaigns have been bucketed in two groups: either direct response (DR) or brand. The general opinion was that campaigns must exclusively belong to one or the other. Many advertisers think that DR ads are meant to drive responses and cannot build brand, or vice versa. This is, however, an antiquated notion. DR and brand can live within the same campaign or creative, and each can be objectively measured.

January 15, 2018

TV advertising measurement: Two steps forward, one step back

To date, TV has mostly been measured through a baseline and lift model. It is a framework that works well for linear TV, since many people watch the same program and advertisements at the same time. As such, even if only a small fraction of viewers responded to the ad, the lift is still visible and noticeable above the baseline.

December 28, 2017

How to measure TV performance?

TV advertising used to be a “spray and pray” process. Advertisers would purchase very expensive spots based on intuition (for instance, buying networks and shows simply because they are popular) without knowing whether these spots would work for them. Media agencies did not offer continuous testing and measurement, so advertisers had to stick with the same choices (and financial commitments) and hope for the best.

EngineeringSee All

March 28, 2018

Filtering bot traffic from non-TV platforms

In one of our earlier blog articles, we discussed why TV advertising is immune to bot traffic issues that affect many digital platforms. Bots generate fake clicks on websites and never lead to sales (as there is no human behind these clicks), and therefore falsely suggest that a marketing campaign is performing. TV, on the other hand, isn’t impacted by bot traffic for two reasons: (1) bots can’t generate fake TV ad impressions, and (2) they don’t fake traffic on the advertiser’s website at the exact time of a TV ad airing.    

PeopleSee All

June 15, 2018

Tatarians volunteer at the GLIDE Foundation

On June 13, during our mid-year company get-together, Tatarians volunteered at the GLIDE Foundation and participated in the "Daily Free Meals Program," preparing and serving food to the community of San Francisco.

June 8, 2018

Tatari at the IRCE 2018

On Wednesday and Thursday, Tatari exhibited at the Internet Retailer Conference and Exhibition in Chicago—its first trade show since launching in 2016! We had a great time talking to advertisers and demoing our product to companies who were interested in launching TV. We had a small, but wonderfully designed, 10x10 booth that was a frequent stopping point for both the exhibitors and the retailers attending the conference.

March 30, 2018

Want to join Tatari? Do your homework first.

If there’s one certainty in the Silicon Valley, it’s that the success of a startup highly correlates to its people. I didn’t realize this when I started my first company, Shazam, in late 1999. Our initial team of twenty was mostly hired from inside our network, and I would generally describe them as top-performers (and many of them have indeed gone out to start their own companies). The next set of hires at Shazam came through traditional recruiting and interviewing. This process, however, did not allow us to separate the A+ players from the A players, and the difference was meaningful. For example, I have firsthand seen how an A+ software engineer will easily do the work of three A-caliber engineers. Only when a person was six months or so in the job, we would be able to tell whether he or she was “the best” or “great” (“good” would not be hired), and the outcome felt like a mere draw of luck.

March 12, 2018

Tatari's industry party in NYC

Last week, on March 8, Tatari threw its Industry Party for all our networks at the Union Fare in NYC. But, as can be seen from the photos, it was not just a party: everyone came dressed as their favorite TV characters (including us), which means hilarity and fun ensued. 

January 25, 2018

Fred Li: Junior Software Engineer

In this edition of Tatarians in the Spotlight, we talked to Fred Li, our Junior Software Engineer, who first joined the company as an intern. He told us about his unconventional background as a chemical engineer and how he ended up at Tatari.