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.

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!

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.

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.