LEADING BRANDS® — Wavebreak Podcast Scaling TV Advertising: A Case Study with Kettle & Fire and Tatari
In this episode of the Wavebreak Podcast, Dylan Kelley is joined by the team at Kettle & Fire and Tatari to dive deeper into TV advertising.
From the Kettle & Fire team, we're joined by Niccolo Gloazzo and Victoria Belinsky, who are the Director of eCommerce and Senior Director of Brand Marketing at Kettle & Fire, respectively.
Matt Giannetti, Head of Platform Solutions at Tatari, also joins the conversation. Tatari is the TV advertising platform behind TV advertising for top brands such as Calm, Roman, Glossier, Nutrafol, Cuts, and more.
This is a case study in scaling TV advertising, covering strategy, testing, creative, budget, measurement, and more.
You'll also learn:
- Key KPIs for understanding TV ad performance like Cost Per View (CPV)
- Approach to testing on TV with Tatari: Testing different channels almost every week to find optimal CPV, leveraging past campaigns and insights
- Unique approach in structuring the campaign for Kettle & Fire: Creating a learning agenda and testing top-performing insights from historical data, utilizing AI and machine learning to maximize testing learnings within a limited budget
- Approach to creative production: Agency-produced creatives, understanding user behavior on TV and digital platforms, opportunities to align traditional and online creative approaches on streaming platforms
- Importance of OLV in a streaming TV strategy: The synergistic relationship between OLV and streaming in building brand awareness and response
And so much more!
This episode is brought to you in partnership with Tatari. #ad
Links Mentioned
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