Harvesting the power from granular TV advertising data exports

September 30, 2020

Many brands use granular advertising data to perform deep analysis and ultimately help them optimize multi-channel ad strategies.

Tatari clients have access to granular data from linear and streaming TV via Amazon S3, a secure cloud file-sharing service. Through S3, clients can automate ingestion into their internal tools or third-party software as well as download the CSV files. 

Today we offer a few types of data. 

From streaming TV, brands get user-level attribution data—which shows them who took an action on their website or Android or iOS application as a result of seeing a TV ad—and spend and impressions data, which shows them how much the ad cost and how many times it was displayed to viewers. 

From linear TV, brands get spend and impressions data at the spot (or commercial) level, which shows them how many viewers saw the ad, how much it cost, and how it performed across networks and creatives. They also get the lift associated with all their conversion metrics (visitors, installs, signups, leads, subscriptions, purchases, add to cart, etc.), so they can precisely understand the impact of their TV spend.

There are a few ways you can use raw TV data to optimize advertising strategies.  

1. Multi-channel attribution analysis  

Ingest raw data into your multi-touch attribution software to analyze performance across all digital and offline channels and see the full customer buying journey. 

At Tatari, we completed a deep integration with Rockerbox—a marketing attribution platform—to automatically send website user attribution data from streaming TV so you can see more accurate and higher quality results from TV within their analysis. 

Many clients also send this raw data to other providers, like our partners at AppsFlyer, to conduct similar analyses. 

2. Return on ad spend (ROAS) calculations or lifetime value (LTV) 

Pull data into your internal data analytics tools to perform ROAS and LTV calculations, which helps you estimate the average revenue that a customer will generate throughout their lifespan as a customer. 

3. Tracking spend and impressions over time

Not only can you monitor TV spend and impressions in your Tatari dashboard but with the raw data, you can track this data over time and easily compare it to your other advertising channels. 

Granular data ingestion has been very popular, in fact, almost half of Tatari clients are using S3 today. We’re continuously improving this offering to our clients and recently rolled out v2 to make it even easier for brands to automatically ingest their data. Expect much more to come here.

Courtney Minson

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

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