# The Digital Banking Company Chime Wants CTV to Work Just Like Meta

Page: https://stenobird.com/podcast/next-in-media-470115/the-digital-banking-company-chime-wants-ctv-to-work-just-like-meta
Text version: https://stenobird.com/podcast/next-in-media-470115/the-digital-banking-company-chime-wants-ctv-to-work-just-like-meta.md
Podcast: [Next in Media](https://stenobird.com/podcast/next-in-media-470115)
Published: 2025-12-17T19:23:27+00:00
Episode link: https://next-in-media.simplecast.com/episodes/how-nick-fairbairn-and-andy-schonfeld-are-bringing-performance-marketing-to-television-Sm2iJQnO
Audio file: https://pscrb.fm/rss/p/cdn.simplecast.com/audio/52d0b960-b4ba-4ed3-b906-2cdf551997ff/episodes/dd316e14-b96a-419d-ad20-7b88d422c810/audio/fbb45209-37f5-4be3-aa0f-83b741a84517/default_tc.mp3?aid=rss_feed&feed=YFEXptae
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JSON: https://stenobird.com/v1/public/podcasts/next-in-media-470115/episodes/the-digital-banking-company-chime-wants-ctv-to-work-just-like-meta
Duration seconds: 1661

## Resource

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.

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## Transcript

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