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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Tatari and Rockerbox Bring TV Data & Analytics to Marketing Attribution
We're excited to announce our partnership with Rockerbox, a marketing attribution provider.
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.
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.
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.
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?
Swinging for the fences: a Hubble Contacts story
The Astros were playing the Dodgers in the first game of the World Series. With each spot commanding a near 6-digit-dollar figure, this would be the biggest and ballsiest play yet for Hubble.
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."
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.
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.
eMarketer Connected TV Trends Roundup
This Roundup of articles, insights and interviews will help you understand key trends in CTV today.
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.
‘Tis The Season For a Monster Sale
The two or three weeks right after Christmas, TV inventory becomes widely available and with that, pricing craters.
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.
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.
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?"
Marginal versus average costs
Optimizing advertising campaigns should always be done at the margin, and not at the average.