Tatari’s AI-Powered Planning Engine Revolutionizes TV Media Buying
Tatari, a leading platform for buying and measuring advertising across convergent TV, has unveiled its AI-Enabled Planning Engine, a groundbreaking tool that empowers advertisers to create media plans for TV campaigns with unprecedented speed and accuracy. This innovative engine leverages the power of AI to automate the traditionally laborious and time-consuming process of planning and buying TV media, offering advertisers greater transparency and control.
Key Takeaways:
- Streamlined Planning: The AI-powered Planning Engine eliminates the need for manual data cross-referencing, rate negotiations, and complex scheduling, significantly reducing the time and effort required to build effective TV media plans.
- Predictive Analytics: By utilizing data from past campaigns and leveraging predictive analytics, the tool provides accurate projections for campaign outcomes, impressions, auction clearances, and other important metrics, empowering advertisers to make data-driven decisions.
- Comprehensive Decisioning: AI evaluates thousands of media entities and dozens of variables, ensuring that the generated plans are comprehensive and unbiased, while accounting for factors beyond the capabilities of even the most experienced human media buyers.
- Increased Accessibility: Tatari’s AI-powered Planning Engine democratizes TV advertising, simplifying the process for novice advertisers and significantly reducing the learning curve associated with launching a successful TV campaign.
- Improved Performance: Beta testers of the Planning Engine reported significant improvements, including a 47.28% decrease in Cost per Acquisition and a 68% increase in Return on Ad Spend, demonstrating the substantial value this tool offers brands.
Bridging the Gap Between Linear and Streaming TV
Historically, crafting an effective TV media plan has been a complex and time-consuming process, requiring specialized expertise. Linear television advertising involved manually cross-referencing data, negotiating rates with publishers, and meticulously scheduling campaigns. On the other hand, streaming and Connected TV (CTV) media plans typically relied on inventory accessed through Demand-Side Platforms (DSPs) and exchanges, primarily focusing on audience targeting and leveraging bid optimization strategies.
Tatari’s AI-Enabled Planning Engine disrupts this traditional approach by integrating both linear and streaming TV media planning and buying into a single, AI-powered solution. This revolutionary tool leverages the power of AI to create media plans that are equally effective across all TV platforms, while ensuring that advertisers benefit from the best possible media CPMs through Tatari’s direct (to publisher) media execution alongside programmatic buying.
The Power of AI in Media Planning
Tatari’s AI-driven Planning Engine is built upon seven years of historical performance data from campaigns executed across hundreds of brands and billions of dollars in media spend. By learning from past campaigns, the engine identifies patterns and trends that enable it to predict future campaign performance with accuracy.
How Tatari’s AI-Powered Planning Engine Works
To create a media plan using Tatari’s Planning Engine, advertisers simply need to input their campaign parameters, such as budget, objectives, KPIs, spot length, bidding strategy, frequency caps, and other key criteria. The engine then curates an actionable media plan, suggesting appropriate booking units, rates, frequencies, and specific networks and publishers, all within seconds.
Benefits of Using Tatari’s AI-Powered Planning Engine
Tatari’s AI-Enabled Planning Engine offers numerous benefits for advertisers, including:
- Speed: Generating a comprehensive media plan that involves hundreds of line items takes only seconds, compared to hours or even days using traditional methods.
- Accuracy: Manually building a plan across thousands of media entities is prone to errors, while the computer-based decisioning of the AI-powered engine eliminates human error.
- Comprehensiveness: The AI analyzes vast datasets and considers dozens of variables, surpassing the capabilities of human media buyers and ensuring that the generated plan is truly comprehensive.
- Accessibility: This tool is designed for both experienced and novice advertisers, allowing even those new to TV advertising to build effective media plans with ease. The streamlined process reduces the learning curve typically associated with launching successful TV campaigns, making TV advertising more accessible to a wider audience.
About Tatari
Tatari is a leading platform for modernizing TV advertising for brands, agencies, and publishers. Their mission is to simplify and enhance the entire TV advertising process, from planning and buying to measurement and optimization. The company has a growing client base that includes notable brands like Calm, PMG, and Univision.
The Future of TV Media Buying
Tatari’s AI-powered Planning Engine represents a significant advancement in the world of TV advertising, paving the way for a future where campaign planning is faster, more efficient, and data-driven. By leveraging the power of AI to automate previously manual processes, Tatari empowers advertisers to optimize their TV campaigns, achieve their marketing goals, and maximize their return on investment.
