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 "drag factor."
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.