Growth Spotlight
Providing clients with precise TV measurement and advanced campaign optimization tools to enhance ROAS
Challenge
Merlino Media Group, a full-service buying and planning agency sought to enhance their clients' campaign performance by seamlessly integrating TV advertising into their clients’ media mix.
Their team aimed to find a TV partner capable of precise measurement attribution across both steaming and linear TV, a capability their clients often had to outsource at significant costs. Their goals also included creating customized dashboards aligned with clients' unique campaign objectives and conducting A/B tests on programs, audiences, creatives, and networks in a highly optimized manner.
%
DECREASE IN COST PER SIGNUPCampaign Objectives
A/B Testing
Conduct A/B testing across various parameters, such as program, network, and target audience.
Customized Reporting
Provide clients with easily understandable insights through customized reporting.
Precise Attribution
Measure the performance of both streaming and linear TV, without relying on third-party services.
Solution
Tatari not only fulfilled these requirements but, through the use of advanced analytics and campaign optimization tools, expedited the enhancement of their clients' ROAS (Return on Ad Spend) at a pace significantly faster than traditional TV advertising methods.
"Tatari provides us with insights on optimizations ongoing, so we can tell clients where, why, and how we're increasing price efficiency and effectiveness in terms of return on ad spend.”
- JANICE MERLINO, PRINCIPAL, MERLINO MEDIA GROUP
Results
Merlino Media Group sought to enhance their clients’ campaign outcomes by incorporating TV advertising. By leveraging Tatari's platform, Merlino Media Group was able to offer TV advertising as a full-funnel marketing channel and drive impressive campaign performance for their clients. In a notable TV campaign that was challenged with driving new website visitors and increasing brand awareness, the clients’ TV ads helped achieve over a billion impressions at a $2 CPM, delivered in just under six months. This campaign also yielded a substantial 69% lift in total signups and a 38% decrease in cost per signup.