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Tatari

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"Uses data for efficient TV advertising."

Case Study
Frequently Asked Questions
Tatari simplifies TV advertising for brands, agencies and publishers by blending traditional and streaming TV advertising with real-time data for efficient buying, planning, measuring, and optimization of ads.
DATA DRIVEN TV ADVERTISING
CONVERGENT TV AD PLATFORM
STREAMING TV ADVERTISING
LINEAR TV ADVERTISING
TV AD MEASUREMENT TOOLS
SELF-SERVE AD PLATFORM
PERFORMANCE AND BRAND BUILDING
PUBLISHER DATA INTEGRATION
AGENCY TV AD SOLUTIONS
BlurbSTAR Case Study
Saatva & Tatari
TV campaign boosted SaaS revenue, search visibility effectively.
20%
Increase in branded search-generated revenue
40%
Increase in branded search volume
This profile remains unclaimed. Blurbs can only offer a partial, unverified case study.
1.
Situation
Luxury Mattress Brand Faces Challenges
โ†’
Direct-to-consumer luxury mattress brand.
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Existing marketing primarily acquisition-focused.
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Need to enhance brand visibility.
Founded in 2010, Saatva is a direct-to-consumer luxury mattress brand known for its eco-friendly, handcrafted mattresses, made to order in the U.S. and delivered directly to customers' homes. In a highly competitive mattress industry, Saatva's existing media channels consisted primarily of acquisition marketing tactics such as paid search, affiliate, and referral marketing. While effective to an extent, these methods did not establish Saatva sufficiently as a leading brand in the crowded marketplace. To drive further brand recognition and increase market share, Saatva recognized a need to explore additional marketing avenues, prompting the decision to test television advertising. This decision was rooted in the objective to scale the brand and position it robustly among its competitors.
2.
Task
Enhancing Brand Presence and Revenue
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Increase brand awareness and recognition.
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Drive traffic and conversions effectively.
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Balance cost with audience reach.
Saatva set several objectives for their television advertising strategy. Primarily, they aimed to build their brand presence by increasing awareness of their product offerings, establishing Saatva as a household name. They also sought to drive revenue by boosting site traffic and conversions through enhanced brand awareness. A significant task included maximizing efficiency by reaching the largest possible audience at the lowest cost, balancing brand-building initiatives with direct response performance metrics. This multifaceted approach required strategic planning to both elevate the brand and simultaneously maintain performance efficiency. The challenge was to employ television to complement existing digital channels and thereby strengthen Saatva's overall market position.
3.
Action
Implemented Strategic TV Campaign
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Utilized Tatari platform for TV campaign.
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Observed increase in branded searches.
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Integrated streaming to enhance results.
Saatva leveraged the capabilities of Tatari's platform to implement a strategic TV campaign. Starting with an initial pilot on linear TV, Saatva observed a significant increase in key metrics. The brand learned about the effectiveness of TV as a powerful channel for brand-building, which not only increased branded search volume but also initiated a halo effect on other performance marketing channels. TV helped maintain a low CPV while maximizing reach. Successful outcomes from the pilot encouraged Saatva to incorporate streaming into their strategy, further enhancing audience engagement and response rates. This comprehensive strategy allowed Saatva to sustain their bottom-funnel efficiencies and elevate their market presence all in one.
4.
Result
Marked Increase in Brand Metrics
โ†’
Achieved 40% increase in search volume.
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20% increase in search-generated revenue.
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Lift in overall revenue and traffic.
The results of Saatva's TV campaign were noteworthy, with a 40% increase in branded search volume and a 20% bump in branded search-generated revenue year over year. These successful outcomes demonstrated TVโ€™s efficacy as a brand-building tool in enhancing upper-funnel awareness and maintaining efficiency in lower-funnel performance metrics, such as a low CPV. By analyzing their TV campaign with the Marketing Mix Modeling (MMM) technique, Saatva verified that their TV spend correlated with substantial lifts in overall revenue and website traffic. This confidence in television as a robust marketing channel enabled Saatva to sustain and augment their presence in the competitive mattress market.
Keywords
SAATVA
TATARI
TV ADVERTISING
BRAND-BUILDING
SEARCH VOLUME
MARKETING MIX MODELING
DIRECT-TO-CONSUMER
MATTRESS INDUSTRY
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