"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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The ad industry has cheered the moves by the two streamers. “It’s going to be the most new inventory for TV content ever introduced at one time,” says Ashwin Navin, CEO of Samba TV, a television and streaming viewing measurement firm. “These companies collectively represent a massive amount of premium video that until now has been off the market [for advertisers]. It’s a watershed moment.”
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“The story this election season is the same whether you are looking nationally or at the key battleground states. Voters have left traditional linear television in droves,” Ashwin Navin, co-founder and CEO of Samba TV, said.
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The challenge for marketers is how to reach consumers across a “paralyzingly fragmented media landscape,” according to Dallas Lawrence, senior vice president and head of communications and brand at Samba TV. Plus, there is still a disconnect between where consumers are spending their time and where ad dollars are being spent, with 70-80% of TV ad dollars spent on linear TV despite 52% of U.S. adults no longer having a cable subscription, per Samba TV data.
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