Why B2B Marketers Should Be Running CTV Ads with Amit Sharan (SVP Marketing at Tatari)

#370 | Most B2B marketers have no idea you can run TV ads for $50 a day. Dave sits down with TV advertising veteran Amit Sharan, SVP of Marketing at Tatari, to talk about this, and how to think about CTV as a B2B channel. They get into the difference between linear and streaming, why programmatic buying only reaches 15% of total TV inventory, and the case for retargeting your website visitors on TV instead of just running more ads on LinkedIn. They also get into what makes TV creative actually work, where AI fits into that process, how to measure performance without relying on last-click, and why it's worth testing a channel you've never touched before.

Timestamps

• (00:00) - - Why B2B marketers are sleeping on TV ads
• (01:17) - - Getting into ad tech: video advertising, Facebook, and a $450M acquisition
• (07:03) - - How to cold-apply your way into a company you want to join
• (09:05) - - What scale looks like for a modern TV ad platform
• (11:02) - - The three buckets of marketing: demand gen, product, and corporate
• (13:59) - - How to actually measure whether your brand is working
• (16:12) - - Why marketers respect good marketing more than any celebrity spokesperson
• (20:04) - - CTV 101: linear vs streaming, and why programmatic only touches 15% of inventory
• (25:03) - - The $50-a-day move: retargeting website visitors on CTV
• (28:07) - - What actually makes TV creative work
• (33:42) - - Should you use AI-generated video for your ads?
• (37:21) - - Measuring TV without relying on last-click
• (38:19) - - Testing new channels: the case for trying something you've never done

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