A Convergent TV Platform Built For Agencies

OuterBox's DTC clients are maxing out search and social. TV is the next channel. Here's how to add it without a TV team.

johnnie-O, Rocky, and OuterBox's skincare and fitness brands have performance marketing funnels that extend naturally to TV. Their competitors are already on CTV. Tatari lets OuterBox add TV buying for those clients in one platform -- same attribution Victoria already runs on paid social, no TV buyer required.

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Curious about the CTV rates shown here? Check out Upstream

Why we sent this
  • → Jeff Hirz became CRO in March 2026 with a mandate to expand OuterBox's capabilities and partnerships. Adding TV as a channel through Tatari is exactly the kind of co-sell motion a newly appointed CRO evaluates first -- it extends the value of OuterBox's existing client relationships without building internal headcount.
  • → Wpromote already offers CTV buying to eCommerce clients with the same profile as johnnie-O and Rocky. When an OuterBox client evaluates Wpromote in the next RFP, TV capability is the gap. Tatari closes it -- OuterBox stays the digital performance lead, and the client doesn't need to look elsewhere for TV.
  • → johnnie-O already has a cross-channel holiday case study with OuterBox -- you proved coordinated paid media works. TV is the channel not yet in the mix. Rocky competes with Wolverine and Danner, both running TV. Both have the eCommerce funnels that make CTV attribution measurable from the first airing.
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 -- purchases, site visits, add-to-carts -- using closed-loop attribution. Not impressions. For johnnie-O, that means DTC orders tied to the CTV spot that aired. For Rocky, it's product page sessions and purchases by network and daypart. The same conversion metrics Victoria already tracks in LOOP Analytics, now extended to TV.
Direct media execution
Tatari buys direct from Hulu, Peacock, and HBO. No DSP, no SSP between OuterBox and the publisher. The same CTV inventory that runs at $25-30 through a programmatic stack costs $10-13 through Tatari. When Victoria presents a CTV plan for johnnie-O, that CPM is part of the pitch.
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

OuterBox stays the performance marketing lead. Tatari handles TV inventory, buying, and optimization. No TV buyer hire -- managed service means Victoria's team adds CTV to a johnnie-O or Rocky proposal the same way it adds paid social today. The co-sell model means OuterBox earns on media management without rebuilding the team.

See our media buying tools for TV
Measurement

Every airing reports the following morning: network, daypart, creative, and the conversion it drove. Tatari attribution integrates with LOOP Analytics -- giving OuterBox a unified view of what TV drove alongside the paid social and search data already in the dashboard. For johnnie-O, that's the cross-channel performance view the holiday case study pointed toward.

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. OuterBox adding TV capability is the move that keeps johnnie-O and Rocky from looking elsewhere as they scale.
New revenue
A full TV service line
Hoka already runs CTV through a separate agency. When OuterBox can offer TV alongside digital, clients don't need to split their media across two agencies. Full-funnel performance agency is a stronger position than digital-only.
Premium access
Inventory beyond programmatic
johnnie-O is the entry point. Rocky and the skincare brand follow. One MSA covers the full OuterBox DTC portfolio as more brands grow into TV -- without a separate negotiation per campaign.
Next step for Victoria
See what johnnie-O's first CTV test looks like -- built, bought, and measured in one platform.

Tatari will map what johnnie-O's first CTV test looks like: media plan, CPMs, and what LOOP Analytics shows when TV attribution is connected to OuterBox's existing digital performance data.

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