Why Tatari is Building TV Ad Infrastructure
As TV and digital advertising converge, our vision is to build intelligent infrastructure that connects supply and demand partners, giving them unprecedented automation, control, and transparency.
CTV stands for Convergent TV, not Connected TV (and what this really means for TV advertisers)
In this article, we will unpack OLV and most importantly, the relevance of OLV to the old definition of Connected TV (making for a new Convergent TV).
The Upfronts are Changing: Here’s Everything You Need to Know
As TV continues its massive transition, the Upfronts look and feel a little different each year. At Tatari, we’re here to help our clients navigate the Upfront season while still executing campaigns that drive real-world outcomes and high ROAS.
How Agencies Can Grow Their Business with Modern TV Advertising
We hosted a webinar with MediaPost to address the complexities of TV and the most frequently asked questions agencies have when getting started.
Should Brands Advertise on Netflix?
Unlike its streaming rivals, Netflix shares no impressions data with demand-side partners. So, we decided to dig a little deeper into the numbers and explore if there’s still a case to be made for performance-minded TV marketers.
How a Media Buyer Turned Engineer Adds Value to Tatari's Platform
In this post, we share Alex Kahan’s unusual path to becoming a Media Buying Platform (MBP) engineer, starting as a media buyer and following his passion for coding.
Adding Brand Objectives to a Performance-Focused TV Ad Strategy
Let’s take a look at how three Tatari clients, Nutrafol, Tecovas, and Ro, started their TV journey with a performance-focused mindset and later added brand objectives to drive even stronger campaign results.
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).
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 Launches Agency-focused Business
More than 200 direct brands already use the Tatari platform for buying and measuring TV advertising. Now, agencies will have the same tools, data, and predictive intelligence to offer TV advertising to their clients.
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.
NFL on Amazon Prime: worse or better than cable (for brands)?
During during the first-ever NFL game exclusively available on Amazon, our client Underdog Fantasy saw performance in the 85th percentile of all their NFL media buys. See how for advertisers in general, buying Amazon Prime NFL spots may very well be worth your while.
Why CTV Will Never Go Open Exchange
Many major streaming players are moving away from programmatic buying platforms in favor of direct sales teams. Only in doing so can they preserve the audience viewing experience in a meaningful way.
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.
Market Update: Why Now is the Time to Advertise on TV
When businesses attempt to deal with economic uncertainty, a magnifying glass is often placed on advertising budgets. But as history shows, brands that weather the storm and maintain advertising activity typically fare better than those that pull back.
Full Funnel Focus: Vuori's TV Advertising Journey
Tatari and our friends at GROW celebrated the return of in-person events with an epic gathering in Beverly Hills. Watch the full talk to understand how Vuori went from developing their first-ever spot to leveraging TV as a primary performance channel to drive both brand awareness and lower-funnel metrics.
It’s Time to Let Go of Traditional Demos, but Not Everyone Will be Ready
Even as fewer people consume content in a linear fashion, advertisers are still finding incredible value in reaching the people who do watch cable or broadcast.
5 Tips for Setting Up a Successful Programmatic Retargeting Campaign on TV
The rise of CTV has helped bridge the best practices of digital and TV advertising. Now, advertisers can replicate one of digital’s best-performing tactics – retargeting – on the biggest and most engaging screen in a consumer’s household.
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.
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.
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.
Video: The Basics of Media Buying - TV Inventory
In this video, you’ll learn more about the TV advertising industry, as well as the three types of inventory that Tatari can help secure for your brand.
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.
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.
Celebrating Partnerships and Inspiring Action at Tatari's Network Party
Tatari's 2021 network party brought together over 100 of our valued partners from leading networks and publishers and delivered one part celebration, one part innovation, and one part inspiration.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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?"
Decoding TV Terms
TV advertising lingo and standards are #$#@! mixed up! Here's a simplified explanation of each term with real-life examples.
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.
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.
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."
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.
Seasonality in media-buying
We will demonstrate patterns of seasonality in media buying with real data between 2016 and 2018.
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.
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.
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.
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.
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.