How Ariat Scaled with TV Advertising
Chew on This - Digestable DTC Content
Embracing Television in a Digital Marketing Era
This chapter explores the transformation of advertising from digital to television, urging brands to adopt creative strategies for effective outreach. It highlights the advantages of television as a cost-effective and accessible alternative to traditional digital advertising methods.
📺 Tatari - TV advertising with real-time data to ensure your TV Ads are optimally managed. Buy and Measure Campaigns Across Streaming TV, Linear TV, and Online Video.🔗 https://www.tatari.tv/In this episode of Chew on This, Ron and Ash connect with Sam Joachim, Head of Client Services at Tatari, and Tricia LaBarge, Sr. Director, Brand Media & Digital Marketing at Ariat International, to discuss the use of connected TV (CTV) and linear TV advertising to increase brand awareness and drive sales. Ariat partnered with Tatari, a TV advertising platform, to manage their campaigns and measure results. The discussion covers the benefits of TV advertising (longer ad time, immersive experience), measurement strategies (including next-day results and brand lift studies), content creation, and the importance of a multi-faceted approach to TV advertising (linear, streaming, and OLV). They emphasize the importance of creative, contextual alignment, and the use of robust analytics to optimize campaigns and measure success.📺 Why TV Advertising?: TV advertising offers a longer engagement time compared to digital platforms, allowing brands to build emotional connections and increase brand awareness. It’s also viewed as a more credible medium.📈 Measurement & Attribution: Tatari provides next-day measurement capabilities, enabling brands to quickly assess campaign performance. This includes baseline lift methodologies for linear TV and one-to-one IP matching for streaming, making it easier to track campaign effectiveness.🤝 Tatari’s Role: Tatari simplifies the process of buying TV ads across linear and streaming platforms, offering a holistic approach to TV advertising. They provide data and analytics, helping brands optimize campaigns and make data-driven decisions.🎯 Successful Campaign Examples: Ariat highlights successful campaigns leveraging contextual alignment (Yellowstone partnership) and athlete endorsements (Brock Purdy), showing how to effectively integrate creative, brand messaging, and media placement for maximum impact.🚀 Future of TV Advertising: Both Ariat and Tatari anticipate continued growth in streaming TV advertising, highlighting the need for agile strategies that leverage multiple platforms and data-driven optimization.0:00 - Intro1:20 - What is Ariat?5:13 - Engaging consumers through immersive audio-visual experiences6:13 - TV as a credible source driving consumer trust and response10:17 - Real-time results and insights from TV campaigns12:01 - Incrementality and reaching new audiences through tracking14:12 - Immediate traffic lifts after airing spots17:06 - Understanding consumer behavior post-ad airing20:10 - Importance of content alignment in streaming and CTV strategies22:10 - Importance of frequency in successful TV advertising22:50 - The customer journey after engaging with a brand24:55 - Creative alignment in TV commercials26:11 - Ariat collaboration with Yellowstone28:30 - Measuring success through spikes in traffic and user response rates30:00 - Advanced analytics for evaluating campaign effectiveness32:01 - Understanding client KPIs for tailored advertising strategies35:11 - The evolving nature of brand media and its integration with e-commerce39:00 - Anticipating growth in ad-supported streaming audiences40:44 - Final chewsFollow us, subscribe to our newsletter, and to see our exclusive merch check outhttps://chewonthis.io/Ron Shah - https://twitter.com/obviceoAsh Melwani - https://twitter.com/ashvinmelwaniChew On This - https://twitter.com/chewonthisdtc
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