“It’s always been important for advertisers to drive performance, but a necessity today is how well you can reach Gen Z — a highly elusive segment of the population,” said Samba TV co-founder and CEO Ashwin Navin. “This generation is reshaping how content is consumed across every screen, highlighting a critical need for advertisers to embrace an omniscreen approach that connects all the dots of where these audiences watch TV today.”
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“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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