A Convergent TV Platform Built For Agencies

SmithGifford produces the TV creative. Here's how to own the media buy too.

SmithGifford handles strategy and creative for Long Roofing, Mattress Warehouse, and Sandy Spring Bank -- and produces broadcast-quality TV spots for them. The media buy currently goes to outside partners. Tatari lets SmithGifford bring that in-house: direct CTV and linear buying in one platform, attribution on every airing, no internal TV team required.

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Curious about the CTV rates shown here? Check out Upstream

Why we sent this
  • → Long Roofing and Mattress Warehouse are already spending on TV. Right now that media buy happens somewhere else. Bringing it in-house means SmithGifford captures the full relationship -- creative and media -- without adding a TV buying team.
  • → CTV through a programmatic stack runs $25-30 CPM for Hulu and Peacock. Tatari buys direct at $10-13. When SmithGifford proposes a TV plan to Long Roofing or Mattress Warehouse, the CPM comparison is part of the pitch -- and it's hard to argue with.
  • → Long Roofing runs home services TV with a lead generation funnel. Mattress Warehouse has retail locations and a DTC e-commerce funnel. Both are already TV advertisers. Attribution closes the loop between the creative SmithGifford produces and the outcomes the client measures.
What Makes Tatari Different?
Buy CTV direct. Skip the DSP. Measure to the order.
Purpose-built for TV
Traditional DSPs were built for display and online video. They were never designed for how TV inventory actually works. Tatari was. Linear, streaming, and online video in one platform, with buying logic built around TV's unique clearance, pricing, and audience dynamics.
Measure real outcomes
Tatari measures real outcomes -- site visits, lead form submissions, e-commerce sessions -- not impressions. For Long Roofing, that's lead submissions tied to the spot that aired Tuesday. For Mattress Warehouse, it's product page sessions and location visits. The proof that makes the TV budget defensible.
Direct media execution
Tatari buys direct from Hulu, Peacock, and HBO. No outside media partner, no DSP markup. SmithGifford places the buy through Tatari and owns the client relationship end-to-end -- creative and media, no split.
Our Platform and Services
Linear Biddable buying motion

Biddable scatter market access at real-time pricing. Rates are automatically negotiated down before the buy clears. No rep back-and-forth, no delivery surprises.

Measurement Next-day reporting

Next-day spot-level reporting on every linear airing. Publisher-level placement data on every CTV impression. One dashboard, not two separate reports to reconcile.

Media Buying

Build linear and CTV plans in one platform. Tatari handles inventory access, buying, and optimization. SmithGifford keeps strategy and client ownership. No TV buyer hire -- managed service means Trisha's team can add TV to a Long Roofing proposal the same day, not after building a new internal practice.

See our media buying tools for TV
Measurement

Every airing reports the next morning: network, daypart, creative, and what it drove -- site visits, lead submissions, product page sessions. Show Long Roofing which spot drove the most leads last week. Show Mattress Warehouse which daypart is converting. The same accountability SmithGifford delivers on digital, now on TV.

See our measurement features
Impressions
53.8M
↑ 115.9%
CAC
$35.39
↓ $2.93
Site Lift
+11.4%
↑ vs prior
ROAS
6.2x
↑ 0.8x MoM
Agency Spotlight
How DAC made TV measurable and grew client revenue.

DAC came to Tatari with an established media practice but no TV-specific attribution. Adding Tatari connected every airing to real downstream outcomes and drove double-digit revenue growth.

"Tatari has modernized TV and made it measurable, which gives us the confidence to recommend TV to our clients."

Felicia DelVecchio, VP of Media, DAC


Read the full case study
Client retention
Measurement that sticks
When DAC could prove what TV drove, clients expanded their TV budgets. The agencies that add TV measurement keep accounts and grow them. Adding TV buying is the move that keeps Long Roofing and Mattress Warehouse from splitting the account.
New revenue
A full TV service line
Hoka already runs CTV through a separate agency. When SmithGifford can offer TV buying in-house, clients don't need to manage a separate media vendor. Creative and media under one roof is a stronger position.
Premium access
Inventory beyond programmatic
Long Roofing and Mattress Warehouse are the entry points. Sandy Spring Bank and Identity Guard follow. One MSA covers the full SmithGifford client roster -- not a separate negotiation per campaign.
Next step for Trisha
See what Long Roofing looks like with TV buying and attribution in one platform.

Tatari will map what Long Roofing's TV plan looks like in one platform -- media plan, CPMs, and what attribution shows in the dashboard the morning after the first spot airs.

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