TV ads for B2B: The $50/day performance channel you're ignoring

Jul 6, 2026 · Exit Five
🎧 PodShort 51 min squeezed to 2 AI SprinklerAS Marketing Automation
Episode artwork
Amit Shaaron
SVP of Marketing at Tatari
Exit Five
51 min squeezed to 2
Full episode from Exit Five
Quotable Moments

Your website isn't just your homepage anymore. It's actually the first thing an AI agent is going to read about your company and from there, decide whether or not to recommend you to a potential customer, before a demo, before a sales call, before anyone on your team even knows that buyer exists.

Dave GerhardtHost of The Dave Gerhardt Show
00:13

I think of marketing as three buckets, where one is the typical demand gen that everyone kind of thinks of when they think of marketing. I think of product marketing... but then there's a corporate marketing bucket. And I think it's part of your job as CMO, head of marketing to also build the valuation of a company.

Amit ShaaronSVP of Marketing at Tatari
13:13

Where else can you get 15 to 30 uninterrupted seconds to tell your story, your product benefits, have someone, you know, a testimonial... take that to TV as well.

Amit ShaaronSVP of Marketing at Tatari
30:17
Key Insights
  • B2B marketers can run TV ads for as little as $50 a day, which is a surprisingly and often unknown possibility.
  • TV advertising should be bought and measured the same way as Google and LinkedIn ads, suggesting a shift towards performance-based TV buying.
  • Programmatic ad buying currently only touches about 15% of TV inventory, highlighting a significant untapped opportunity for advertisers.
  • Retargeting website visitors on Connected TV (CTV) is a 'no-brainer' strategy for B2B marketers due to its cost-effectiveness and engagement potential.
  • Launching a TV campaign can create a 'halo effect' that lifts the performance of all other marketing channels, improving overall marketing effectiveness.
  • The lines between linear (traditional cable) and streaming (CTV) TV are blurring significantly due to how content is delivered and consumed.
  • Marketers should use genuine customer testimonials and case studies in their ads, especially in the B2B space, to build authenticity and stand out from celebrity endorsements.
  • Building brand awareness and reputation is a crucial component of corporate marketing that drives long-term valuation and supports demand generation efforts, often distinct from immediate demand gen metrics.
Metrics Mentioned
  • $50 a day (Cost to run TV ads.)
  • $450 million (Amount LiveRail was sold for to Facebook.)
  • 15% (Programmatic ad buying touches about 15% of TV inventory.)
  • 100+ million net (Tatari's revenue in terms of net.)
  • 25% (In early days, 25% of all online video flowed through LiveRail's platform.)
  • 4.5 years (Amit stuck around Facebook for 4.5 years after the LiveRail acquisition.)
  • Employee #28 (Amit was employee #28 when he joined Tatari.)
  • 300+ people (Tatari's current employee count.)
  • 10,000 unique monthly visitors (The minimum number of website visitors recommended to effectively retarget on TV.)
  • 25% increase in branded search (An example of a positive impact on other channels due to the 'halo effect' from TV advertising.)

RevBots.ai View:

  • AI Sprinkler teams bolt on CTV retargeting without integrating with core martech.
  • ARM-stage orgs would orchestrate CTV as part of cross-channel attribution.
  • Corporate marketing (brand building) is often neglected by SaaS Hoarders.
  • Tab Hoppers lack the website traffic (10k visitors/month) for effective CTV retargeting.
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