Streaming Incrementality Explained
Here’s a short video that walks you through our measurement of streaming TV, and how we deal with things such as: incrementality, device mappings, immediate and delayed response, and lower and upper-funnel measurement.
You Don't Need To Target Individuals To Drive Performance
Google’s move to shut down person-level targeting in its browser isn’t the end of performance marketing. Quite the contrary. It’s the redirect our industry needs to get back on track.
Tatari (again) Named One of Inc. Magazine’s Best Workplaces for 2021
Tatari has been named one of Inc. Magazine’s Best Workplaces for 2021 out of 3,000+ submissions. We can’t celebrate this award without acknowledging the perseverance and resilience that all Tatarians have shown throughout these challenging times.
Prioritizing Mental Health at Tatari
We have always made health and happiness a priority, and with May as National Mental Health Month, we are bringing mental health awareness to the forefront in a variety of ways.
Tatari Partners with Clearco To Help Growing Brands Finance Media Budgets
Learn how our exclusive partnership with Clearco, the world’s largest e-commerce investor, helps brands fund their TV advertising with quick, sensible financing without having to raise it as venture capital.
The Long and Short of Duration: Which TV Spots Perform Best?
Here at Tatari, we use a data-driven approach to make recommendations around duration. In this article, we share our findings and recommendations for creative duration.
Client Feedback: If you can measure it, you can improve it
We’ve seen significant improvements across many areas in our bi-annual survey. In this article, we share some highlights from the survey.
International Women's Day: Choose to Challenge
At Tatari, we are committed to speaking up against gender inequality and bias and creating an environment that is supportive in the process. To celebrate International Women's Day, we hear from some of the Ladies of Tatari.
Sponsorships and Integrations: Influencer Marketing for TV
TV sponsorships and integrations are the pinnacle of modern-day influencer marketing, aligning brands with the events and personalities about which their target audiences care most deeply.
Celebrating Black History Month Through Inclusive Actions and Content
At Tatari, we recognize the massive role that the TV industry plays in not only celebrating February as Black History Month, but in elevating diversity, equity and inclusion (DE&I) in our society throughout the year.
Tatari Hires Todd Gordon as VP, Client Development
Todd Gordon arrives at Tatari with more than two decades of experience in the media industry, and has spent the past five years spearheading programmatic TV businesses for Adobe and TubeMogul.
How to Advertise on Super Sunday without Spending $5M
The Super Bowl creates unique viewership patterns before and after the game that provide opportunities to buy high-profile inventory at a fraction of the cost of a national in-game spot.
Client Spotlight: Chad Siovaila at Readers.com
Tatari sat down with Chad Siovaila, Director of Performance Marketing at Readers.com, to learn more about his journey with TV advertising and how it has affected the business.
How 4 DTC Disruptors Use Digital Best Practices to Succeed on TV
We partnered with Adweek and to look at how four top DTC brands—Roman, Made In, Ibotta and Rothy’s—are using a data-driven approach to drive performance with TV advertising.
Marketer's Guide to Video & TV in 2021
Digiday and Tatari surveyed more than 70 advertisers and asked them about their attitudes and practices related to overall video investment and how TV-related spending strategies are evolving. This state of the industry report creates a picture of the future of TV and digital video investment.
2020: and that’s a wrap...
In 2020, we experienced the upending of the programming calendar, the evaporation (and return) of live sports, sharp reductions in advertising demand, huge surges in viewership, the postponement and virtualization of the upfronts. Navigating 2020 was a true team effort - thank you to all our partners.
How Fubo, a Live TV Streaming Platform, Used TV ads to Drive Subscriptions
Tatari was recently featured on VAB’s Industry Spotlight Webinar with Alberto Horihuela, Co-Founder & CMO of fuboTV, to share their journey through linear TV advertising.
Understanding linear TV measurement
Even though linear TV has been around much longer than streaming, deterministic attribution is typically more difficult. Here is a short video that walks you through our measurement of linear TV.
Creative Burnout or Not, Theory and Evidence
Most marketers worry that their champion creatives will eventually lose their punch over time. We look at our clients' data to learn whether there is any truth behind this belief.
Discover Automated Next-Day ROAS Metrics for TV
Today we’re excited to announce Return on Ad Spend (or ROAS) metrics are available in the Tatari dashboard. This represents a major step in the emergence of TV as a medium for growth-stage businesses focused on customer acquisition.
How TV data can predict the election outcome!
The election is top-of-mind for people in the US right now. While we have no intention of predicting the outcome, we have data and some unique insights that might help you formulate today’s winner.
eMarketer TV & Digital Video Trends Roundup
Usually exclusive to eMarketer subscribers, Tatari has sponsored their latest report featuring a roundup of the latest industry research to help you understand the shifting trends in TV and digital video.
Client Spotlight: Kevin Penney at Bonfire
Tatari sat down with Kevin Penney, Bonfire’s Chief Marketing Officer, to learn more about his journey with TV advertising.
Harvesting the power from granular TV advertising data exports
Many brands use granular advertising data to perform deep analysis & help them optimize multi-channel advertising strategies. Here are a few ways you can use raw TV data to optimize advertising strategies.
Video: Leading growth marketers discuss TV as a performance channel
We were recently joined by leading growth marketers, Junior Reyes (Resident), Aaron Pelander (GovX), and Dan Guy (Lemonaid Health) to discuss how they’re utilizing TV as a performance channel.
Frequency capping in streaming TV campaigns
Being able to target customers with the optimal number of views and minimize CPV (and CAC) is a unique advantage of streaming TV, yet the opportunity gets squandered.
Why your TV commercial should have a persistent brand watermark
What exactly makes a great ad? One creative element has been effective for 70% of Tatari clients who have tested it: brand watermarking!
Tatari’s 4-Year Anniversary
Today marks Tatari’s 4-year anniversary. This time around, the anniversary reflects much more than just the passage of another 12 months.
Measuring streaming TVs: it takes two to tango
Measuring streaming outcomes is only half; measuring the quality of the impressions delivery is the other half. This is the first in a series of articles on the topic.
Inside Tatari Engineering
Our VP of Engineering gives a peek “under the hood” of the Engineering group here at Tatari.
What We Have Learned From The Sudden Disappearance of Live Sports Inventory
With major sports set to resume, it’s a good time to take stock of what we learned from the recent hiatus. And how these learnings may influence the TV industry and advertising market for live sports moving forward.
Where to start? Choosing your first networks and publishers.
It's important to step away from demographics altogether and instead, build audiences based on the programs and networks that a brand’s current visitors or customers are watching.
Why Facebook Boycott Dollars Should Head To CTV
As brands reallocate their dollars from Facebook to other channels, they're likely to learn that connected TV (CTV) and over-the-top (OTT) TV has as much, if not more, to offer than Facebook.
Streaming TV Has Dayparts and Rotations, Too
In linear broadcasting, there is a significant difference in response rates at different dayparts. That difference derives from human behavior and states of mind; the on-demand nature of streaming does not erase those habits altogether.
Validating incrementality in baseline+lift models for linear TV
In this article, we put Tatari’s incrementality approach for incrementality in linear TV (dynamic baselining) to the test by comparing it with a pure test-control experiment.
Mastering TV advertising with Roman: View-through and incrementality in measurement
In this video, you'll learn when to use view-through vs incrementality, the pros and cons of each, and how Roman uses these methodologies together to optimize their campaigns.
A COVID-19 Strategy Manual For Negotiating Upfronts in 2020
See our recommendations for what to buy (linear vs streaming, remnant vs guaranteed) and when to buy over the next 3 quarters.
Great TV campaigns deserve superior landing pages
If a website is more optimally designed, visitors driven by TV will be more likely to linger and ultimately convert.
Going dark: Why pausing TV doesn’t always prove or disprove its results
With real data, we'll demonstrate why going dark and temporarily pausing a TV campaign usually isn't good in the world of TV advertising.
How Brands Can Prepare for the 2020 Election Cycle
With the 2020 presidential election only a few months away, it is time for advertisers to take stock, and bake the usual inventory tightness into their media plans.
Tatari Launches App Event Metrics from Streaming TV
Brands can now measure the cost for every install and lower-funnel event on Android or iOS applications.
Tatari Named One of Inc. Magazine’s Best Workplaces for 2020
Tatari's Head of HR shares five things we've done to ensure that Tatari culture continues to thrive even during these challenging times.
Marketing Consultants earn certification for expertise in TV advertising
Meet Tatari's first batch of Certified TV Consultants!
Leverage Technology to Win a Fire Sale
In today's market conditions, networks and publishers are offering discounts on advertising inventory. We launched a new feature through which we announce these fire sale deals in the Tatari dashboard.
View-Through vs. Incrementality: A Clear Way to Measure TV Ad Response
Watch our short video to learn more about our industry-leading incrementality method.
How Calm Used Digital Tactics to Master TV Brand Advertising
Learn how Calm used data & analytics to drive customer acquisition, found audiences at scale, and ultimately launched a large-scale brand campaign featuring NBA star LeBron James to become the No. 1 Mental Fitness App, with over 70 million downloads.
Tatari + AppsFlyer: Understand TV advertising impact on mobile installs
Tatari has built an integration with AppsFlyer to ingest mobile attribution data, such as how many people downloaded the app, signed up for an account and made an in-app purchase.
Learn how Tatari clients stayed ahead of the Coronavirus (and how you can, too).
As it relates to TV advertising, Tatari has published daily (and intra-day) updates with our clients, and we summarized some from this past week in this post.
How TV advertisers need to respond to Coronavirus
COVID-19 has become a reality for everyone. Learn how TV markets are being affected and how TV advertisers need to respond.
Tatari and Rockerbox Bring TV Data & Analytics to Marketing Attribution
We're excited to announce our partnership with Rockerbox, a marketing attribution provider.
International Women's Day at Tatari
With yesterday being International Women’s Day, we want to take a moment to thank and celebrate the amazing group of women at Tatari who make invaluable contributions to our business and culture on a daily basis.
Tatari’s clients come together to see what’s next for the future of TV
At our recent client events, we shared exciting new features that we’re launching in the coming months across measurement, media buying, and partner integrations.
eMarketer Connected TV Trends Roundup
This Roundup of articles, insights and interviews will help you understand key trends in CTV today.
Why more brands are testing NPE Buys
Tatari's media buying team works with many brands that find success on specific networks or in certain programs and they often ask media buyers at Tatari; "how do we ensure that we get more spots there?"
Client Spotlight: Brooke O'Brien at Ibotta
Tatari sat down with Brooke O'Brien, Marketing Manager of User Acquisition at Ibotta, to learn more about her journey and experience with TV advertising.
Tatari Named Best Place to Work
We are thrilled to be named one of Ad Age’s “Best Places to Work 2020!” In light of this award, we want to share a bit about why Tatari is such a great place to work!
Test or target? To find your TV audiences, do both
As the number of TV channels grows and audiences fragment, a measurement-based testing approach to ad-buying beats one based on targeting.
Decoding TV Terms
TV advertising lingo and standards are #$#@! mixed up! Here's a simplified explanation of each term with real-life examples.
Leading DTC brands reveal their 2020 TV plans
Tatari recently asked leading DTC brands what their TV advertising plans were for 2020 and whether they’d be investing more in linear or streaming.
Tatari Strengthens Engineering Team, Names Scott Persinger as New VP of Engineering
Today, Tatari announces the appointment of Scott Persinger as the company’s new Vice President of Engineering.
Tatari’s Head of HR Shares How We Always Put Family First
Many of Tatari’s employees are parents, including two of our three founders, so caring for one’s family has been a top priority at Tatari since the very beginning.
How Digital Expertise Informed Hickies' TV Ad Strategy
When Hickies experienced a 60% sales spike on the heels of a TV ad campaign, it was a cause for celebration — and investigation.
Client Spotlight: Branden Windle at Tecovas
Tatari sat down with Branden Windle, Co-Founder and Chief Marketing Officer at Tecovas, to learn more about his journey and experience with TV advertising.
TV Device Graphs Are Not (Yet) Ready For Prime Time
In a mere five years, TV advertising has turned from an offline into an online medium. This shift has brought challenges and opportunities to TV advertising measurement.
When your new employee is also a new mommy
Many moms have to make the difficult decision to leave their young baby during the day so they can (do non-mother) work, but my son gets to see his mom during the day while she works.
Looking back with a clear way forward
This week marks Tatari’s third year anniversary. We have a lot to be proud of as a company.
Client Spotlight: Jordan Gladstone at Dave.com
Tatari sat down with Jordan Gladstone, Director of Marketing at Dave to learn more about her journey and experience with TV advertising.
Why The Christmas Crunch For D2C TV Buyers Really Comes in August
“The most wonderful time of the year” can actually be a make-or-break time in terms of allocating for linear TV.
The importance of incrementality in TV
While search and social media – Facebook, in particular – are still the most popular, TV advertisers can be found on just about any platform, including radio, direct mail and out of home.
Tatari Names Andrew Schonfeld New Head of Client Services
Tatari announces the appointment of Andrew Schonfeld as the company’s new Head of Client Services.
Driving mobile acquisition through TV campaigns
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.
Creative optimization takes the right data and partnerships
Creative plays an important and powerful role in a company’s TV campaign. Data shows that the ad creative can make or break a pilot test - leaving a lot of money and time on the line.
Vicky Chang: Media Industry Veteran on Tatari vs. Traditional Agencies
We interviewed Vicky, a 13-year media industry vet, on some of the differences between Tatari and traditional media agencies.
Why Tatari Thinks Smarter Buying And Brands Will Reshape TV Agencies
AdExchanger spoke with Inghelbrecht about Tatari and how a startup TV ad agency could crack a market where so much of the advantage comes from scaled buys.
Beyond Bootcamp: Engineer Talent has Blossomed at Tatari
Tatari is now almost over 40 employees and we’re looking for more talented, smart, and hard-working people to join our team.
3 Pitfalls D2C Brands Should Avoid When Launching TV Campaigns
TV advertising campaigns are now well within reach for DTC brands. But merely plunging into TV is not enough to be successful. Here are three common pitfalls to avoid.
Tatari brings together leading TV networks & streaming publishers
Last week, the top TV networks and streaming publishers joined Tatari for our 2nd annual industry party in NYC.
Traditional Advertisers Fear DTC Brands’ TV Tactics
Tatari CEO, Philip Inghelbrecht, explains how Tatari caters to DTC brands needs, and discusses how these brands are helping push forward changes to how TV is bought and sold more widely.
What are National-local spots and why should you test them?
In this post, we’re doing a deep-dive on a complex, yet popular, inventory slice oddly called “national-locals."
Partner Spotlight: Darren Olive at Sony Crackle / PS Vue
Tatari sat down with Darren Olive, VP of Video Ad Sales at Sony Crackle / PlayStation Vue to discuss their OTT and connected TV inventory as well as where things are headed next.
Hyper-targeting did not, and will not, kill traditional TV advertising
How are marketers finding value and efficiency in television advertising, despite the lower ability to target?
Everybody loves bonus spots, but only Tatari gives them love back.
We will explore what bonus spots are, how they are awarded, when & where they will air, and most importantly- why they should be measured.
‘Tis The Season For a Monster Sale
The two or three weeks right after Christmas, TV inventory becomes widely available and with that, pricing craters.
All impressions are equal, but some are more equal than others
Why would a savvy TV advertiser be willing to pay high CPMs if there’s a much, much cheaper CPM with similar targeting readily available?
Giving Thanks: Learning from Adversity
I have a lot to be thankful for. The Tatari team is now 30+ strong, each and everyone an A+ caliber player.
Partner Spotlight: Caitlin Nugent at Turner
Tatari sat down with Caitlin Nugent, an account executive at Turner to get her perspective on connected TV advertising.
Tatari Welcomes Former LiveRail and Facebook Exec Amit Sharan as Head of Marketing
We can't wait to see how Amit will help us double-down, especially as it relates to OTT and Connected TV advertising.
TV Economics: Not Your Econ 101
The theory of profit maximization by equalizing MC to MR falls short in the world of TV advertising.
Client Spotlight: Will Flaherty at Ro
Tatari sat down with Will Flaherty, VP of Growth at Ro to learn more about his journey and experience with TV advertising.
Incrementality explained: Comparing TV and Facebook
Marketers should always compare the performance of Facebook to that of TV, but this comparison can only be performed if both platforms are evaluated using marginal cost and incrementality
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.
Connected TV and Cable TV: Same but Different
The number of OTT and CTV viewers in the US will soon surpass 200 million, or more than half of the US population.
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?”
Client Spotlight: Adam Miller at Turo
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.
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.
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.
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.
Seasonality in media-buying
We will demonstrate patterns of seasonality in media buying with real data between 2016 and 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.
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 challenges that come with predicting clearance.
Last week, some of our SF team decided to surprise one of our remote colleagues, Koosh, in Capitola CA.
Swinging for the fences: a Hubble Contacts story
The Astros were playing the Dodgers in the first game of the World Series. With each spot commanding a near 6-digit-dollar figure, this would be the biggest and ballsiest play yet for Hubble.
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.
Tatari at the IRCE 2018
On Wednesday and Thursday, Tatari exhibited at the Internet Retailer Conference and Exhibition in Chicago.
The importance of creative de-bias in TV measurement
Different creatives often end up being distributed across different networks, and occasionally with different spend, making it difficult to accurately assess creative performance.
Choosing between local and national advertising
While local spot costs are indeed less expensive than national buys, the number of local impressions aired is much smaller.
Difficulties of measuring conversions on linear TV
This article lays out the difficulties of measuring TV-driven conversions and shows the key aspects of our methodology.
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.
How to start TV creative production
You want try TV advertising, but how do you go about producing your TV commercials? We provide guidelines to getting started from picking a creative agency, the production process, budget, and more.
Want to join Tatari? Do your homework first.
Here’s what makes homework assignments superior to other interviewing techniques (including a few recent Tatari examples).
Measuring the delayed response of a TV campaign
A good TV campaign should aim to measure both the direct response and brand impact. We measure the relationship between the two via what we like to call the "DragFactor."
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.
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.
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.
When to go into TV advertising?
This article highlights indicators of the right time to go into TV, and shows that TV is usually appropriate earlier than most advertisers assume.
TV advertising measurement: Two steps forward, one step back
The measurement of TV advertising has made significant progress in the last 10 years. TV-viewing behavior, however, is changing rapidly and undermines recent accomplishments.
How to measure TV performance?
TV advertising used to be a “spray and pray” process. Advertisers would purchase very expensive spots based on just intuition. Now, TV performance can be both measured and optimized with these two components.
Why start TV advertising?
There are three reasons to start TV advertising: reach, scale, and the power of TV ads.
Client Spotlight: Clem Bason
Last week, we talked to Clem Bason, the CEO of goSeek, an online travel service that helps people find the best hotel deals.
How are TV performance and media-buying impacted in Q4?
As we approach the end of the year, the fourth broadcaster quarter (Q4) is always an interesting period to analyze TV performance and media-buying.
Optimizing advertising campaigns
What happens if a marketer discovers that, at the current level of spend, the marginal cost of advertising on digital is higher than the marginal cost of advertising on TV?
Client Spotlight: Jesse Horwitz
Last week, we chatted with Jesse Horwitz—the co-founder and co-CEO of Hubble Contacts—about the beginnings of Hubble and his journey with TV advertising.
The impact of natural disasters on TV advertising
Last week, The New York Times reported that The Weather Channel averaged almost 1.3 million viewers during prime time due to hurricanes Harvey and Irma.
TV is not affected by fraudulent bot traffic
One of many benefits of TV advertising is that it is not impacted by fraudulent traffic in the same way digital advertising often is.
Marginal versus average costs
Optimizing advertising campaigns should always be done at the margin, and not at the average.
How the hiccup with Nielsen ratings system impacts media-buyers
For years, Nielsen has been used as the go-to audience measurement tool despite continuous criticism against its inherent flaws.
Why the name "Tatari"?
Tatari as a company name was a lucky accident - but, we love it, we have a cool logo, and above all, we hope you like it too.