Getting Started

To help you start your TV journey and find new audiences at scale, we've curated a variety of articles to help you with everything from measurement, to creative, optimization, and more.

Why start TV advertising?

There are three reasons to start TV advertising: reach, scale, and the power of TV ads.

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.

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 to start TV creative production

You want try TV advertising, but how do you go about producing your TV commercials? We provide guidelines to getting started from picking a creative agency, the production process, budget, and more.

TV Economics: Not Your Econ 101

The theory of profit maximization by equalizing MC to MR falls short in the world of TV advertising.

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.

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.

Decoding TV Terms

TV advertising lingo and standards are #$#@! mixed up! Here's a simplified explanation of each term with real-life examples.

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.

Tatari and Rockerbox Bring TV Data & Analytics to Marketing Attribution

We're excited to announce our partnership with Rockerbox, a marketing attribution provider.

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.

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.

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

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."

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. 

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.  

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.

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.

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.

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.

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.

Marginal versus average costs

Optimizing advertising campaigns should always be done at the margin, and not at the average.

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.

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”.

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.

eMarketer Connected TV Trends Roundup

This Roundup of articles, insights and interviews will help you understand key trends in CTV today.

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.

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.

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?

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.

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?”

Seasonality in media-buying

We will demonstrate patterns of seasonality in media buying with real data between 2016 and 2018.

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.

3 Pitfalls D2C Brands Should Avoid When Launching TV Campaigns

TV advertising campaigns are now well within reach for DTC brands. But merely plunging into TV is not enough to be successful. Here are three common pitfalls to avoid.

Traditional Advertisers Fear DTC Brands’ TV Tactics

Tatari CEO, Philip Inghelbrecht, explains how Tatari caters to DTC brands needs, and discusses how these brands are helping push forward changes to how TV is bought and sold more widely.

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.