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đ You Have What It Takes to Make It On The Big ScreenÂ
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This week on the DTC Podcast, weâre talking screens. Not the small screen you keep in your pocket. Not the medium screen you spend your workday on. The OG big screen we know and love â TV.
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Weâre joined by BYLT Basicsâ Growth Manager, Spencer Toomey, and Tatariâs Director of Client Development, Greg Kalin, to chat through how DTC brands like BYLT can drive incremental growth and profitability with TV ads.
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If youâve ever considered TV advertising, heck even if youâve never considered TV advertising, tune in. You may just uncover your next winning vertical.Â
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On with the show: đ
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đș So youâre thinking about TVâŠ
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When you advertise on Meta or Google or Amazon, you rely on platform data and performance signals to know when, where, and how strong you should be scaling. And thatâs whatâs scary about going true top of funnel. How do you measure impact? What does attribution look like? Is the money youâre putting in actually yielding your brand any results?
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TV used to be a black box. Literally. đ But now, brands like BYLT Basics are partnering with Tatari to actually be able to measure, attribute, and scale on TV the same as they would on any other social platforms.
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If youâre thinking, âhow do I measure when people see a commercial on their TV then click on their phones?â then youâre underestimating the amount of data available. Tatariâs able to create strong device graphs to connect the dots and know whoâs who. This means when BYLT wants to target a specific audience with specific messaging, they know exactly where to find them.
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They use 30 million smart TV devices and 100% IP passback from every streaming publisher coupled with a pixel on your site which ingests over 100 million events everyday across all clients. AKA, if youâre worried TV isnât data backed, you can stop worrying now.Â
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đŹ Getting started and measuring results
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Tatariâs Greg Kalin suggests that brands looking to get started on TV advertising, whether it be linear or streaming, should look to allocate 10-20% of their marketing budgets across a six week span.Â
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In the first four weeks of the testing period, youâll test channels like CNN, ESPN, Netflix, Hulu, and more. The goal is to see where your creatives are best resonating with your audiences. For brands like BYLT, this means scaling to a point where youâre becoming a household name on some of the biggest channels. đ
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Tatari provides next day data so you can optimize and spend your dollars wisely to maximize campaign results.Â
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Unlike single service social media marketplaces, you donât need to have different platforms to run linear and streaming. In fact, Tatari suggests you donât. To be able to effectively optimize your campaigns, having consolidated data without providers pushing for more spend on their single offered vertical is your path to incremental success.
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Now this may shock you: you donât need a massive production budget to see TV success. Although BYLT has scaled TV to the point where theyâre running massive campaigns with figures like American Footballer Gronk, other brands are seeing success using the same UGC and socials assets already in their back pocket!
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This is just a preview of the conversation between Tatari and BYLT. If youâre thinking about TV as a growth channel, make sure you listen to the full episode. Itâs packed with nuggets of TV gold. đ„
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