“It’s a battle to figure out how you get discovered and get people to watch the entire season,” said Ashwin Navin, co-founder and chief executive of Samba TV.
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Samba TV found that TikTok is a strong driver of tune-ins—97% of TikTok campaigns resulted in viewership with an average tune-in lift of 159%—but the tech company also studied the platform’s ability to drive longer consumption. Viewers who tuned in after exposure to a streaming platform’s ad logged an average watch time of 86 minutes, a 26% increase from the brand’s control group.
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“Our partnership with Samba TV provides us with extremely accurate insights into the viewing behaviors of people across the U.S., including a wide array of streaming app and program level data they are able to capture—including all of the major U.S. streamers,” Kate Sirkin, exec VP of global data partnerships at Epsilon, said in a statement. “Samba TV’s ability to deliver a granular look at the OTT viewing behavior across the streaming platforms provides our clients a deeper understanding of their customers.”
Read more >Samba TV pioneered the development of ACR technology, enabling currency-grade, cross-screen measurement across more than 48 million opted-in televisions from two dozen different brands sold in more than 100 countries today. We are the global leader in first-party ACR TV measurement and targeting,” said Ashwin Navin, CEO and co-founder, Samba TV.
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All told, in the drive to survive in OTT, Netflix is in the pole position to shape the future of entertainment. If Sarandos and Peters can truly nail customer retention, they can focus on other key areas that will define streaming, such as sharpening their ad-supported strategy and finding new, innovative approaches to extend the lifetime value of their content portfolio.
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Netflix has the opportunity to completely transform the ad market forever by embracing new ways in which advertisers are hankering to use the incredible data and targeting capabilities of these connected platforms – but are finding increasingly difficult in the largest digital ad platforms due to policy changes.
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