We have a new competitive dynamic where platforms have only a very short window to attract and capture as much of the audience as possible, leveraging buzz, excitement, earned media and paid promotions all at once. There’s a need for streaming providers to market their new programming very efficiently and effectively in order to seize on the ever-shrinking window of attention.
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Samba TV Co-Founder & CEO Ashwin Navin said Samba TV will incorporate Disruptel’s tech into its conversion-based measurement. And that the content recognition and shopper-linking service could include in-game advertising and closer collaboration with retailers.
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In recent years, Samba TV has been focused on artificial intelligence and machine learning as part of their suite of deliverables. Samba TV co-founder and CEO Ashwin Navin noted, “Artificial intelligence and machine learning are transforming nearly every aspect of our lives today, and we are excited about its growing relevance in television.”
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"Advertisers have wanted to accelerate the move from linear but have also been waiting for enough scaled premium inventory," says analytics firm Samba TV's CEO and co-founder Ashwin Navin. "Netflix and Disney+’s moves will be the catalyst accelerating the shift of dollars into Connected TV (CTV)."
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Samba TV is making moves, partnering with Havas Media Group to integrate its OTT and linear television data into the company’s proprietary audience and data management platform, Converged. HMG North America is the first major agency holding company to partner with Samba TV, which sources data from more than 24 television manufacturers.
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In this video interview with Beet.TV, Ashwin Navin, CEO & Co-Founder, Samba TV, says he thinks the current contests are laying the groundwork for a 2024 presidential run that will no longer depend on linear TV spend.
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