What’s Driving Down Linear CPMs?
A delve into data and market dynamics that are driving down linear CPMs, and how advertisers can take advantage of them.
How TV Advertising Grows Brands
We hosted a webinar with the VAB to show the full-funnel impact of TV advertising by analyzing over 1,000 DTC brands, 30+ different metrics, and real campaign performance data.
Introducing Vault Data Clean Room
We are excited to announce the launch of Vault, a new sister company focused on privacy-first technology solutions for connected TV (CTV) advertising. Vault’s first product is a data clean room (DCR) solution that leverages Experian Consumer Sync.
How a Magician Can Manipulate CTV Performance
It can be easy to overstate the impact of a streaming TV campaign - by lumping in digital display channels. Our goal in this article is to unveil some of the (questionable) tactics deployed by programmatic TV ad platforms, and why Tatari doesn't practice this.
Improving TV Media Buying and Measurement with Experian
Ad buyers now have access to Experian marketing data in the Tatari platform, allowing them to gain a deeper understanding of their consumers to drive even stronger campaign performance.
Tatari’s Outcome-Based Measurement for TV Advertising Certified by NBC Universal
Tatari is proud to announce that we have been certified as one of 14 measurement partners by NBC Universal in the Incrementality Measurement/Sales Impact category.
Marketers are Enamored with the Big Screen but They Risk Missing the Bigger Picture
Whilst there is value in targeting, it leads brands to not fully harness the power of TV advertising. This is best explained by laying out a typical TV advertising journey (with related spend levels).
Tatari Is Now The Only Company That Licenses The Triad of ACR Data Vendors
Ad buyers now have easy access to Samba TV’s industry-leading OTT and linear television viewing data, helping them better leverage the performance capabilities of 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.
TV Ads Drive Mobile-App Re-engagement
Read our white paper to see how Gametime, the leading mobile ticketing marketplace for last-minute sports & entertainment tickets, used TV ads to drive existing app users to re-engage with their app.
Attribution Methodologies for the Modern Marketer
Tatari developed a view-through attribution metric designed, and optimized, solely for TV using TV-specific device graph data and proprietary methodologies.
There Will Be No Kingmaking in the New World of TV Measurement
After decades of a “business as usual” approach to TV measurement, the industry has at last broken free of outdated paradigms and Nielsen’s quasi-monopoly on TV measurement.
Data Science Deep-Dive: Frequency Optimization Analysis Improves Client Campaign Efficiency
See how a DTC Health Tech client improved CPA and increased reach using Tatari's frequency optimization calculations.
eMarketer Snapshot: TV Advertising Trends in 2022
Download this exclusive new snapshot report for a granular look at the 2022 US TV landscape, which includes breakdowns of viewership, time spent, ad spend, and more across traditional TV, CTV, and over-the-top (OTT) video.
Similar Inventory: Lookalike Modeling for TV Practitioners
Tatari’s Similar Inventory feature combines data science with viewership data in order to recommend available inventory across both linear and streaming TV. Watch our short video to learn more.
Tatari Acquires TheViewPoint
Tatari has acquired TheViewPoint, a CTV monetization platform for publishers. This is part of Tatari’s long-term vision for a clean and more direct CTV supply path for outcome-driven TV advertisers.
How 6 Performance Driven Brands Use TV Throughout The Marketing Funnel
Tatari teamed up with Adweek to tell the story of 6 disruptor brands and how they have effectively used TV to achieve a wide range of KPIs across all stages of the marketing funnel.
Why Surveys Might Be Skewing Your Attribution
No matter how meticulously a survey is crafted, it will always inherently be prone to error. Learn how Tatari solves this problem with a highly accurate mechanism for estimating TV lift.
Why Standard TV Attribution Assumptions Are Doing Your Campaign a Disservice
TV ads produce a significant delayed response that traditional attribution models don't always capture. To accurately measure the delayed responses of a linear or streaming TV ad, advertisers need to consider these three things.
A Year in Review: Tatari’s 2021 Rewind
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.
Tatari Reveals the Secrets to Make UID 2.0 Work for Advertisers
This is the industry’s first UID 2.0 campaign for CTV and there’s a lot to break down and understand from this effort. Read more for a deeper dive into our process.
Automating the Creative Upload Process For TV Advertising
Marketers can now directly upload creative assets to Tatari’s platform and manage them from one central location for air on linear TV or streaming platforms.
Tatari Clients Find Success with Black Friday Creatives
After analyzing the historical data of clients in-market with BFCM-themed creatives, we’ve pulled out a few common trends we typically see. Here’s a look at what we’ve uncovered when it comes to TV ad inventory clearance, performance, and creative strategies.
Targeted vs. ROS Campaigns: Which is Best for Your Brand?
Tatari recently analyzed the performance of three clients who were running targeted and ROS campaigns at the same time, with the same creatives. Read more to see our findings.
Made In Becomes First Brand to Reveal Results of Unified ID 2.0 in CTV Campaign Executed by Tatari
Tatari executed Made In’s first campaign programmatically using UID 2.0’s data to validate campaign performance, including path to conversion measurement. See the results of the campaign, and learn why UID 2.0 promises to be one of the most widely adopted frameworks for ad buying beyond cookies.
The Marketer's Guide to Advertising on Streaming TV
This white paper takes a granular look at some of the major ad-supported players. This includes a variety of details related to each streaming service’s audience, content, and advertising opportunities.
Video: DragFactor Helps Advertisers Measure Response from TV Ads
We know that marketers need to see their campaign’s performance results that measure both the immediate and delayed response. Watch our short video to learn more about DragFactor enabling next-day measurement.
How DTC Brands are Using TV to Drive Customer Retention
Tatari can help brands adjust their acquisition costs appropriately within their TV spend, and we can extend that process as it relates to retaining existing customers or reactivating lapsed ones.
Improving TV Advertising With Publisher Tools
Tatari's automated order process for linear and streaming TV equips buyers & publishers with time-saving tools and provides advertisers the speed, transparency, and agility they need in today's growing AVOD space.
Doubling Down on 1P Data for TV Advertising
We recently rolled out a new pixel technology named “Tatari Tag Manager” (TTM) that offers stronger attribution of TV campaigns, alongside increased data flexibility and transparency.
Tatari Gives Marketers Powerful Tools for Granular TV Campaign Analysis
See the new features we're releasing to help marketers measure TV campaigns with the sophistication and detail of a digital campaign, making it easier to compare one against the other.
Post-Upfronts, Agencies Need to Look Differently at Linear-Streaming Convergence
With more networks offering OTT inventory as a part of their linear upfront packages, it's increasingly important for brands to use a holistic measurement approach to assess performance across streaming and linear TV.
Video: 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.
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.
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.
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.
How 4 DTC Disruptors Use Digital Best Practices to Succeed on TV
We partnered with Adweek 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.
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.
Video: 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.
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.
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.
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!
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.
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.
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.
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.
Video: 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.
eMarketer Connected TV Trends Roundup
This Roundup of articles, insights and interviews will help you understand key trends in CTV today.
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.
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.
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.
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.
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.
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.
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?
TV Economics: Not Your Econ 101
The theory of profit maximization by equalizing MC to MR falls short in the world of 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
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?”
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.
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.
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."
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.
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?
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.