July 22, 2019
This article is written by Tatari's CEO, Philip Inghelbrecht, and was featured on AdExchanger.
Many mobile marketers tasked with driving user growth or acquisition find themselves in a similar situation. They have maxed out on digital channels like social and search, and they need to find another channel that reaches audiences at scale. Television offers that reach and scale and it also provides surprising advantages over popular channels like Facebook and Instagram.
Recent reports show that your dollar doesn't go as far as it used to across paid social and search campaigns. Competition across digital platforms is leading to pricing inflation, meaning your dollar now buys you 40% fewer impressions on Facebook than it did just 3 years ago (Nanigans - Quarterly Global Facebook Advertising Benchmark Report). And due to compounding quarter-over-quarter increases on Google search CPCs, your dollar buys you 10% fewer clicks thanit did just 1 year ago (Merkle Digital Marketing Report 2017-2018).
TV can offer both reach and scale to deliver new users at a lower marginal cost, rivaling these digital platforms.
The presentation highlighted how Turo was able to leverage Tatari’s data and analytics platform to test and optimize different creatives and networks. Turo was also able to test National-local airings and take advantage of Fire-sales with Tatari's advanced measurement and buying strategies. These, mixed with other buying strategies, allowed Turo to test smaller buys at a fraction of the price until they had strong enough results to confidently scale up to premium airings.
Additionally, Adam talked about how Turo started to see exciting results after testing into different streaming channels. With both linear and streaming TV in their media mix, TV is now the second largest performance channel for Turo.
You can watch the full presentation and get the full details on how Turo mastered the science of scale by clicking below.