Discover Automated Next-Day ROAS Metrics for TV

November 18, 2020

Measuring TV Advertising

Today we’re excited to announce Return on Ad Spend (or ROAS) available in the Tatari dashboard. We’ve automated the process of calculating ROAS metrics within 24 hours of flight time which represents a major step in the emergence of TV as a medium for growth-stage businesses focused on customer acquisition.

Calculating ROAS in TV Advertising

Approaches to date fail to consider the many nuances that make the calculation of TV ROAS difficult. Accurate ROAS requires that advertisers apply the right models and attribution windows to discern attributable impressions (whether view-through or incremental), and correctly tie the revenue back to those impressions, often using probabilistic models. In addition, it takes extensive (and expensive) data sets (e.g. smart TV data) and a significant infrastructure to make the necessary computations.

Building on robust data science, analytics, and supply integrations, Tatari now delivers automated next-day ROAS metrics as a seamless native feature of its platform. 

“Growth marketers are accustomed to buying in digital channels based on a near real-time understanding of ROAS. What we’ve done here, essentially, is to bring that functionality, with digital caliber, to TV” said Philip Inghelbrecht, CEO of Tatari. “ROAS can then become a viable, universal metric for evaluating the effectiveness across all marketing channels.” 

“ROAS is our north star in social and digital,” said Chip Malt, CEO of cookware brand MadeIn. “We have been running analysis to derive ROAS manually, but the ability to calculate ROAS in TV makes it possible to view these channels on a true apples-to-apples basis. It gives us the transparency and the confidence to cement TV as a pillar of our media mix.” 

See the full press release.

Courtney Minson

I work on product marketing and I've never had coffee.

Related

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.

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.