#269: The performance channel app marketers wrote off with Mike Fogarty of Tatari and Lauren Frame of Greenlight

What if the channel you've written off as "brand-only" could measurably lift your Meta and Google performance?

In this episode, tech journalist David Murphy is joined by Mike Fogarty, Head of Client Development at Tatari, and Lauren Frame, Director of Growth & Brand Media at Greenlight, to explore how a performance-first app brand turned TV from a scary experiment into an always-on channel that now accounts for over a third of its media mix.

Whether you're a growth marketer watching CACs climb on paid social, wondering how to measure a channel without click-through attribution, or curious whether AI-produced creative can fight TV's fatigue problem, this conversation offers a practical framework for treating TV as a performance channel.

Today’s topics include:

What Tatari does differently from a DSP: convergent buying across streaming, linear, and online video, with direct network relationships
Why Greenlight tapped out at 90% Meta and Google — paying more and more to reach the same non-converting users
The "TV is for big brands" perception, and the lessons from going into the Super Bowl in year one
Why you can't pick just linear or streaming: the Disney test that found less than 2% audience overlap
The targeting opportunities streaming opens up for a parent-focused app
How Tatari made TV feel like a digital channel: self-service activation, AI-powered planning, and real-time optimization
Measuring TV: dynamic baseline lift, ACR data, MMP integrations, and Greenlight's stack of Rockerbox, iSpot, Kantar, and MMM
Geo-based incrementality tests: streaming drove nearly 5x first-touch, new-to-brand customers vs. 1.1x for linear, with Meta reach up 4%, traffic up 8%, and funnel starts up 10% in test regions
AI-produced commercials: Greenlight's Peter Pan spot, creative ethics, and solving creative fatigue with new messaging every quarter
Honest advice for performance marketers still on the fence about testing TV

Links and Resources:

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Business Of Apps - connecting the app industry since 2012

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