A Year in Review: Tatari’s 2021 Rewind

December 20, 2021

Ahhh, the week before the end-of-year holiday break. In corporate terms, this means inboxes are slowing down, recurring meetings are being canceled, and ugly sweaters are front and center for those last-minute zooms. It’s a glorious time of year, and we can’t wait to celebrate.

2021 was one for the record book for Tatari. We scaled significantly internally, as we now have over 200 Tatarians spread across the US & Canada; and externally, as we saw our client base increase by more than 30% year-over-year. It was a busy year across the board—especially when it comes to insights & thought-leadership content. 

Our insights covered a variety of topics and activation types: from blog posts and press mentions to videos, awards, and media planning playbooks. And as we gear up for even more action next year, we wanted to resurface some of our most-read pieces to help with your 2022 TV advertising planning efforts. Without further adieu, let’s dive in!

Media Buying & Planning Playbooks


The Basics of Media Buying: TV Inventory
The world of TV media buying is increasingly nuanced. With so many types and ways to buy inventory (not to mention the industry’s propensity for acronyms), making sense of it all can be challenging. Take a step back and watch this video—you’ll get a crash course into the basics of the TV advertising industry, as well as the three types of inventory Tatari can help secure for your brand. 

The Marketers Guide to Advertising on Streaming TV
It seems like with each passing year, a new streaming service enters the mix. With so many options for both consumers and advertisers, it can be difficult to make sense of this fragmented landscape. To help clear up the confusion of who offers what, Tatari connected with senior-level executives from the leading ad-supported streaming services to get a deep dive into their content offerings, targeting capabilities, advertising opportunities, and more. If streaming is shaping up to be a large part of your 2022 media mix, this is a report you don’t want to miss. 

Tatari & Digiday’s State of the Industry Report: Video & TV in 2021
In partnership with Digiday, Tatari surveyed 70+ advertisers (many of which are in the DTC space) about how their marketing strategies have evolved over time. Respondents delved into how TV has become a performance-driven channel for their businesses and outlined some of the challenges + opportunities facing them in the near future.

Advanced Linear & Streaming TV Measurement


DragFactor Helps Advertisers Measure Response from TV Ads
When an ad airs on linear or streaming TV, the advertiser traditionally sees an immediate response, such as an influx of visitors to their website. However, not everyone visits right away; many respond days, weeks, or even a month later. This delayed response is hard to measure directly because it occurs later in time, often going unaccounted for or even misattributed by most - but not with Tatari. This video gives an overview of Dragfactor—Tatari’s proprietary calculation of delayed responders—and why it can be a game-changer for your next campaign. 

Tatari Reveals the Secrets to Make UID 2.0 Work for Advertisers
In November, we announced the completion of the industry’s first successful CTV campaign utilizing the Unified ID 2.0 (UID 2.0) open-source identity framework on behalf of DTC cookware brand Made In. This campaign represents a watershed moment for the industry in terms of confirming the viability of this new framework. Given the vital importance that this new identifier is likely to play in the industry going forward, we wanted to share our findings in hopes that other brands, and the industry as a whole, can find similar success. 

The Long and Short of Duration: Which TV Spots Perform Best?
15s, 30s, or 60s? This is a question that marketers frequently ask themselves when creating a TV spot. But which length is best to drive performance? In this post, we dive into the data behind each length and offer up recommendations based on advertiser objectives.

Client Success Stories


How Four DTC Disruptors Use Digital Best Practices to Succeed on TV
Tatari and AdWeek came together in early 2021 to partner on an interactive & immersive thought-leadership experience. In this piece, we took a look at how four industry disruptors (Made In, Rothy’s, Ibotta, Roman) are using TV to build their brand and scale efficiently.  

Fiverr | Lowering Acquisition Costs by Retargeting TV’s Biggest Buy
Last year, Fiverr leveraged Tatari’s data-driven media buying and measurement capabilities to launch its first-ever Super Bowl campaign. Using machine learning and predictive intelligence, we helped Fiverr secure the optimum time slot for their creative. Following the big game, all website visitors were retargeted via high-reach streaming TV buys to move them down the purchase funnel - which ultimately lead to acquisition costs being 75% less than their traditional campaigns.

Teladoc Health | Reaching the Right Audience at the Right Time
Teladoc Health is the global leader in virtual care and telehealth solutions. In the midst of the pandemic, they turned to Tatari to help spread their message and connect with new audiences. By investing in their brand using high-reach linear and streaming TV placements, they saw substantial lifts in site traffic, and TV’s “Halo Effect” began to take shape within their other marketing channels as well. 

Tatari News


The Hottest Adtech Companies of 2021
Tatari was named one of Business Insider’s hottest adtech companies this past year, and we couldn’t be more proud. Todd Gordon, our VP of Client Development, was even listed as a “Star to Watch.” With a rapidly expanding client base and new product updates & offerings on the horizon, it’s easy to see why we’re so excited for the future.

New Hires | Todd Gordon & Lara McGowan 
This year, two industry leaders joined the Tatari family. Todd Gordon came on board as the VP of Client Development after spending the past five years spearheading the programmatic TV business for Adobe and TubeMogul. Lara McGowan join us as the VP of Product by way of Amazon Advertising, where she was the Product Management Lead, Campaign and Creative Services, for the company’s rapidly expanding ad business. 

Tatari (Again) Named One of Inc. Magazine’s Best Workplaces for 2021
For the second consecutive year, Tatari has been named one of Inc. Magazine’s Best Workplaces for 2021 out of 3,000+ submissions. We are honored to be recognized for our familial culture, employee engagement, and benefits offerings.

And that brings our 2021 rewind to a close; we hope you enjoyed parsing through some of our most-read content over the past year. Thank you all for an amazing 2021, and cheers to more of the same in 2022. Until then!

Nick Carlson

I’m a marketer who is fluent in movie quotes.

Related

Video: 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. 

The Missing Piece to Making CTV Retargeting Work: Linear TV

Retargeting has proven to be one of the most successful performance drivers in digital media (namely display ad units). Today, leading marketers are pursuing the same strategy with Connected TV (a.k.a. streaming TV) ads.

Tatari Selected As Only TV App Partner In Shopify’s Plus Certified App Program

Tatari is proud to be the only TV app within the new ad tech category of the Shopify Plus Certified App Program, which was launched to promote best-in-class partners for merchants on the Shopify platform. To date, Tatari’s best-in-class Shopify app has helped more than 200 Shopify customers easily access TV advertising with a simple integration.