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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.

Media BuyingSee All

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.

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 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.

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.

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).

MeasurementSee All

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.

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.

March 14, 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.

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

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 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 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.

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).