In 2014, Facebook (now Meta) foresaw the saturation of its News Feed. Acquiring video ad platform LiveRail was a strategic move to create new ad surfaces and deliver ads off-platform, a precursor to the Facebook Audience Network.
Amit Sharan was hired at Tatari after spending years at Facebook convincing advertisers that TV was dead. He switched after seeing first-hand that brands were hitting a growth plateau on social platforms and needed new, scalable channels like TV to grow.
Getting a founder on a major industry podcast may not generate immediate leads, but it's a crucial corporate marketing function. This activity builds brand authority and industry reputation, which contributes to the company's valuation—a key, often-overlooked responsibility for a marketing leader.
While most of a campaign is measured on CPA, a high-profile placement (e.g., during a college football game) has a unique benefit. When a CEO's phone lights up with calls from investors and peers, that specific ad buy can be repeated solely for that stakeholder validation and brand reputation effect.
When a market is flooded with similar-sounding solutions (like CTV), effective marketing shifts from product features to category education. The goal is to become the primary source of knowledge, helping buyers understand industry nuances, which builds trust and long-term brand equity.
Instead of trying to out-entertain a competitor using a celebrity like Ryan Reynolds, Tatari features its actual B2B customers in TV ads. This strategy leverages authenticity and social proof, which resonates more strongly with a professional audience that values peer validation over entertainment.
Marketers should know that relying solely on programmatic buys for Connected TV (CTV) severely limits reach. This method only taps into a small fraction of the available ad inventory, missing out on premium content like major live sports that must be purchased more directly.
The most accessible entry into TV advertising for B2B brands is retargeting. This tactic shows unskippable video ads to a warm audience that has visited your site. It is an affordable and effective starting point for companies with at least 10,000 unique monthly visitors.
B2B marketers shouldn't overcomplicate their first TV creative. A simple, direct-to-camera ad featuring the founder explaining the problem they solved is often one of the highest-performing formats. This authentic storytelling can resonate more than a high-production ad.
The impact of TV advertising extends beyond direct response. Most brands see a significant lift in their other marketing channels, such as a 25% increase in branded search, improved quality scores, and higher conversion rates. This "surround sound" effect is a key secondary benefit.