Unlike the fragmented digital web, TV advertising is dominated by about 10 publishers. Tatari argues that direct, one-to-one tech integrations with these giants are superior to programmatic exchanges, as they eliminate intermediary fees, reduce fraud, and ensure brand safety in premium content.
The future of TV creative involves a convergence with influencer marketing, powered by AI. Instead of producing one expensive commercial, brands will leverage AI tools to generate and test hundreds or thousands of creative variations from influencers, optimizing for the best-performing content on the fly.
The goal of platforms like Tatari is to eliminate the complexity of TV ad buying, making it as simple as using a Tesla. By combining workflow automation and AI, a new CMO with no TV experience can key in their goals and have a data-backed media plan generated and executed with a few clicks.
Since viewers don't "click" a TV, ad tech platforms measure outcomes by connecting ad impressions to consumer responses. This is done through a combination of deterministic models (matching user agent details across devices) and probabilistic models (correlating traffic spikes with ad airings).
While streaming offers granular targeting, the broad, less-targeted nature of linear TV is a strategic advantage. It allows brands to build awareness and reach large audiences who fall outside narrow demographic or behavioral segments, which is crucial for scaling beyond a core customer base.
Tatari pioneered shifting TV ad measurement from traditional Nielsen reach metrics to performance-based outcomes like website visits, app installs, or sales. This allows brands to measure TV's impact with the same rigor they apply to digital channels, justifying spend and enabling optimization for the first time.
Marketers entering TV often focus on precise, performance-based targeting that generates initial results. The biggest challenge is convincing them to scale by shifting to a brand-building mindset, which involves using TV's broad reach to attract entirely new audiences who haven't heard of them yet.
While platforms like Tatari have drastically reduced the entry point for TV advertising from millions to as low as $20,000, there is a practical floor. Brands spending less than $1.5 million annually on marketing are advised to focus on lower-hanging digital fruit before venturing into TV.