Scaling TV Advertising: A Case Study with Kettle & Fire and Tatari

LEADING BRANDS — Wavebreak Podcast

English - June 26, 2023 10:30 - 40 minutes - 32.1 MB - ★★★★★ - 27 ratings
Entrepreneurship Business Marketing dtc ecommerce marketing ecommerce marketing retail d2c dtc marketing direct-to-consumer shopify online retail Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed

Previous Episode: From Concept to National Brand: How Three Wishes Cereal Secured Major Retail Partnerships

Next Episode: Growing Western Rise by 115% Year-over-Year

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 insightsUnique 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 budgetApproach to creative production: Agency-produced creatives, understanding user behavior on TV and digital platforms, opportunities to align traditional and online creative approaches on streaming platformsImportance 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 MentionedTatari Kettle & Fire Learn more about Wavebreak: the email & CRM agency for high-growth DTC brandsSponsored by...

Klaviyo — Over 265,000 innovative brands are growing their businesses by listening and understanding to cues from their customers--easily turning that information into valuable marketing messages used to build highly segmented, automated email & SMS campaigns, such as win back campaigns or abandoned cart recovery and more.

Tidio — Tidio is the first software that enables small and medium-sized ecommerce brands to solve customer problems with a conversational AI chatbot called Lyro. Lyro uses technology similar to ChatGPT to answer 4 out of 5 customer questions, freeing up your support agents to solve complex issues. The AI chatbot understands context and remembers previous conversations, answering questions with fluid, natural language. Visit www.tidio.com/wave and join the Tidio Lyro waitlist to be among the first to see Lyro in action!

Bloomreach - Personalization is complicated. Bloomreach makes it simple. Show millions of customers the right product, in the right place, at the right time.