Episode
The Digital Banking Company Chime Wants CTV to Work Just Like Meta
- Podcast
- Next in Media
- Published
- Dec 17, 2025
- Duration seconds
- 1661
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Summary
Nick Farbank (VP Growth Marketing at Chime) and Andy Schofield (CRO at Tatari) discuss how performance brands can successfully scale on television. Chime shifted from spending 80% of its budget on Facebook and Google to developing a sophisticated TV strategy that treats the medium as a performance channel, not just brand awareness. The pandemic accelerated this shift when major advertisers exited, opening premium inventory at discounted rates. They explain how "performance TV" measures full-funnel impact from awareness to conversions using spike attribution and media mix modeling. Key insights include: linear TV still delivers strong results (especially live sports at 75% discounts); pure direct response eventually hits a "DR Valley of Death" requiring brand investment; creative and smart placement matter more than expensive precise targeting (which can cost 2-3x CPMs); and while shoppable/interactive TV shows promise, it remains marginal—the real opportunity is in AI-generated creative variations. The conversation emphasizes that TV success requires the same rigor as digital channels, starting with lower-funnel performance metrics and gradually expanding to full-funnel brand building as budgets scale.