The Practical Playbook for Starting TV in 2026, with Donna Lazaro from Gabb

TV isn’t just for billion-dollar brands anymore. And if you still think it is, you’re already behind.

In this new mini-series brought to you by Tatari, Daniel sits down with Donna Lazaro (Senior Director of Brand Media at Gabb) and Anna O’Neill (Customer Success Team Lead, Platform at Tatari), to break down how modern brands are using linear and connected TV to drive real, measurable growth.

From why Gabb added TV in 2023 to scale awareness and credibility, to treating TV like a performance channel instead of just a brand play, they unpack what TV actually looks like in 2026 and beyond.

They dive into creative testing, halo impact across Meta and Google, measuring incrementality, scaling during moments like back-to-school and holiday, and why consistent brand presence wins long-term.

If you’re a marketer wondering whether TV is still out of reach (or how to make it measurable and performance-driven) this is the episode for YOU.

Tatari helps brands run TV like a modern performance channel. Unlike most platforms that focus only on programmatic CTV, Tatari gives marketers access to all of TV - linear, streaming, programmatic CTV, and direct publisher inventory - in one platform. By combining premium inventory with transparent reporting and outcome-based measurement, Tatari lets growth teams evaluate TV the same way they evaluate paid search or paid social. The result: more control, better reach, and TV spend that can actually be tied back to business results. Learn more at http://bit.ly/40kwEAQ

Follow Donna:

LinkedIn: https://www.linkedin.com/in/donna-lazaro-1a1173192/

Follow Anna:

LinkedIn: https://www.linkedin.com/in/anna-oneil/

Follow Daniel:

LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing/

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Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com