Scaling a Smart Home Giant
By bridging the bandwidth gap and diversifying the channel mix, we transformed a tactical display program into a full-funnel engine, driving 30% incremental lift and scaling monthly spend through strategic orchestration across STV, OLV, audio, and remnant linear.
A global leader in smart home security approached us in 2023 at a critical inflection point: while their in-house team had successfully established a foundational digital presence, they faced significant bandwidth constraints that limited their programmatic execution exclusively to lower-funnel display.
To maintain market dominance, the brand needed to scale awareness-driving media at pace, yet lacked the internal infrastructure to manage a multi-channel expansion. They required a partner to serve as a seamless operational extension; one capable of moving beyond lower-funnel display to capture top-of-funnel reach through high-efficiency programmatic buying and sophisticated, full-funnel orchestration.
The Strategy: From Single-Channel to Full-Funnel Orchestration
Our team took over the entirety of the brand's programmatic advertising, shifting the strategy from a tactical display execution to a multi-channel growth engine. Our approach focused on three pillars:
Media Diversification: We expanded the mix beyond Display to include programmatic Streaming TV (STV), Online Video (OLV), and Audio
Agile Linear Integration: To complement the digital push, we utilized Tatari to secure remnant linear television spots, allowing for high-impact reach without the "premium" price tag
Cultural Tentpoles: We pivoted from standard evergreen buying to placing the brand in the center of major cultural moments. By leveraging Tatari’s unique marketplace, we secured "fire sale" pricing on premium inventory during major events like the 2026 World Series and the College Football Playoffs
The Execution: Scaling with Precision
At the onset of the partnership, third-party measurement indicated that existing programmatic efforts were failing to drive meaningful incrementality. The brand was reaching existing customers, but not necessarily moving the needle on new growth.
By diversifying the channel mix and shifting to a full-funnel approach, we didn’t just spend more, we spent smarter. Over the course of 18 months, we evolved the brand's footprint from a modest quarterly pilot into a massive annual programmatic operation, scaling managed spend by over 1,500%. The inclusion of Audio and STV allowed us to capture 'top-of-mind' awareness, while OLV was strategically deployed to bridge the gap into high-intent consideration and site traffic. To close the loop, we utilized refined Display retargeting across our top-of-funnel segments to drive downstream impact, transforming the programmatic channel into a primary engine for new customer acquisition.
The Results
By optimizing the synergy between linear TV and programmatic digital, we achieved:
Proven Incrementality: Shifted programmatic from a non-incremental channel to driving a ~30% increase in incremental lift, as validated by third-party Media Mix Modeling (MMM)
Budget Scale: Grew managed spend by $1,500% while maintaining efficiencies across KPI targets
Media Efficiency: Reduced effective CPMs by 27% by leveraging remnant linear and tactical programmatic bidding
Market Footprint: Increased total brand impressions by 167% year-over-year