Marketing Operators Brand Tracking That Matters and How Modern Teams Scale TV
Dec 5, 2025
Join Jonathan McKenzie, co-founder of TurtleBox Audio, known for their rugged outdoor speakers, and Austin Santino from Tatari, who specializes in TV and CTV measurement. They dive into the shift from click-based metrics to essential brand tracking. Jonathan shares how TurtleBox's journey began with friends and sailboats, while Austin explains the power of CTV testing for audience validation. They highlight the importance of storytelling in TV marketing and discuss innovative strategies for scaling ads while maintaining brand integrity.
AI Snips
Chapters
Transcript
Episode notes
Measure Brand Health Over Time
- Do set up longitudinal brand tracking to measure awareness, consideration, and future demand over time.
- Use those trends to justify upper-funnel spend and diagnose funnel gaps before scaling brand programs.
Clicks Miss Upper-Funnel Value
- Click attribution plateaus and can hide true channel value for upper-funnel media.
- Incrementality tests and geo holdouts reveal channels that move future demand beyond last-click metrics.
Use Search Lift As A Business Signal
- Do tie brand initiatives to measurable business signals like search lift or incremental searches.
- Treat those signals as leading indicators to validate that awareness work converts into demand.