Friday Sep 02, 2022
Ep 23 - Tatari: TV as a Performance Channel with Junior Reyes, Dan Guy, Aaron Pelander, and Skyler Logsdon
Ruckus and Tatari team up for a panel on how to utilize TV as a performance marketing channel to help your brand drive large-scale user acquisition at profitable CPA, build awareness, brand recall, and more!
Here’s What We Discussed:
- [04:03] How TV’s effectiveness is measured amongst the different products of our panelists and how Tatari measures CPV, CPA, and ROI unlike any other solution
- [10:08] Junior shares how Resident measures TV CPA’s – Recreating the path to conversion, and leveraging third-party vendors and smart TV data
- [16:58] The panel talks about different attribution models
- [24:58] How should brands think about the mix of Linear and OTT as they start out and scale?
- [30:29] A breakdown of the different types of TV
- [32:52] The minimum spend needed to see if TV as a channel will be successful for your company
- [36:08] How long TV takes to perform depends on your baseline volatility
- [43:50] The panel answers how to reduce the risk of wasting money on TV – Partnering with someone you trust, testing, understanding your measurement approach, and aligning your KPI
- [48:27] Perceptions of TV our panel had before that are different after launching successful campaigns
About Our Speakers
Junior Reyes, Head of Marketing at Resident – Junior is a proven business leader with multiple roles in leadership capacities coupled with a data-first approach to decision-making. He is adept in partner/vendor negotiation and bringing enhanced efficiencies to team productivity while focusing on growth.
He has been increasing performance efficiencies, reducing costs, doing growth marketing optimization, and restructuring procedures throughout his career.
Dan Guy, Head of Marketing at Lemonaid Growth, Ex – Glossier – Dan is a data and technology-driven marketing leader with expertise in building and executing Brand, Digital, Offline, Organic, and Analytics organizations to deliver impactful business growth. Having spent over 15 years in marketing within Online Travel & Online Healthcare.
He has a demonstrated ability to increase profit through marketing as well as find new ways to improve monetization and unit economics.
Key strengths include marketing analytics, business development, communication, and building successful teams.
Aaron Pelander, VP of Marketing at GovX – Aaron has 15+ years of progressive experience in multi-channel marketing, e-commerce, product strategy, and program development. His key areas of expertise include: developing consumer acquisition & retention strategies, digital marketing, web/email optimization, data-driven decision making, leading cross-functional teams, project & program management, roadmap development & execution, budget planning/management, and strategic partnerships.
Co-Host: Skyler Logsdon, Head of Sales at Tatari, Skyler is from Ojai, CA, and went east to study entrepreneurship at Drexel University in Philadelphia, PA. After graduation, he moved to SF to join the on-demand valet parking company, ZIRX (acquired by KAR) as their first Growth + BD hire. After ZIRX, he joined Philip as his first employee at Tatari to help rally up customers and get Tatari off the ground. Skyler has been with Tatari for over 4 years now as the Head of Sales.
About Our Host
Anish Shah is the CEO & Founder of executive search agency Bring Ruckus. Anish has worked in-house in Growth roles at Snapfish and Getable. He started Bring Ruckus as a Growth consultancy 11 years ago working with 40+ clients, then re-focused his firm on executive recruiting for Growth leaders.
“In terms of how I would measure the effectiveness [of TV] I view it in a phased approach – The three phases at a high level are cost per visit, cost per acquisition, and return on investment. And as you get more data, you can get more precise down that funnel.” – Dan Guy
“We have several approaches to measuring TV CPAs. One of them is essentially recreating the path to conversions for the existing order. The other approach is leveraging third-party vendors, and then the last one, which I think is the most effective is leveraging smart TV data.” – Junior Reyes
“I personally don't care to try to make the numbers work, because, at the end of the day, that will be my head on the chopping block. So when it comes to the data science team, the relationship that we have is just strictly data focused.” – Junior Reyes
“We think that the worst TV pilots are ones that don't know whether you should throttle or run for the hills.” – Skyler Logsdon
“Unfortunately, it requires testing to figure out if you're wasting money or not. It’s the balance of really efficient, smaller networks versus bigger bets. For us, that could be buying a much more expensive spot, and some worked for us, some haven't. The faster we can learn what doesn't work, then that'll help us not waste money as we move forward.” – Aaron Pelander
We are growth leaders who recruit your game changers. Visit https://bringruckus.com and connect on LinkedIn. Subscribe and listen to more episodes on Apple Podcasts, Spotify Google Podcasts, Audible, or wherever you get your podcasts!
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