There are many common misconceptions when it comes to TV advertising. In last week’s GGV Evolving E masterclass with Tatari, Philip Inghelbrecht, Co-founder & CEO, and Skyler Logsdon, Tatari’s Head of Sales, explained why these misconceptions are flawed and how brands can get started on streaming TV and drive user acquisition at scale. Here’s what we learned:
Just five years ago, it was common for advertisers to throw a ton of money at each network and pray something would stick. Tatari was born three years ago to enable testing at a smaller scale and inject digital capabilities into TV advertising. Today, programmatic streaming allows advertisers to use 1st and 3rd party demographic and psychographic data to target specific audiences at a lower cost.
For those venturing into streaming, Philip advised that while it’s important to have goals in mind, remember that TV advertising drives scale. When thinking about scale, consider leveraging streaming TV with Linear TV to achieve even larger scale user acquisition at a profitable CPA. To bring a campaign above $5-10 million, Linear TV will be part of your portfolio. This will take you into the daunting world of brand advertising.
As you move from performance optimization (streaming) into scaling (add linear) and eventually to brand advertising, the metrics and tools you use will change.
To get a better sense of those metrics and tools, check out Tatari’s streaming guide here.
Watch the full masterclass here.
Interested in diving into streaming TV? Contact Skyler Logsdon at firstname.lastname@example.org
This masterclass was a part of GGV Capital’s Evolving E series. Evolving E is an ecommerce tech community that began in 2016 as a summit in New York for the top entrepreneurs and executives in the ecommerce, retail and consumer goods sectors. Today it has expanded to include online and offline dinner series, masterclasses, and gatherings with an ecommerce community from around the world.