Samba TV recently announced the expansion of its Australian operation following a year of significant growth that saw them more than double revenue year on year. The smart TV ad data analytics company, launched in 2020, focuses on omniscreen advertising and analytics through their software in several smart TV brands that enable consumers to opt into their services for better viewing experiences and content recommendations.
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Disney advertising has been leading the industry in adapting innovative new technologies and new approaches to measurement that empower advertisers to truly understand the entire consumer journey across every screen and platform in today’s fragmented media landscape. Samba TV has pioneered currency grade measurement and cross screen media activation for the past dozen years with its leading first party Connected TV measurement platform installed on 24 TV brands sold in more than 100 countries today. Join Disney Advertising SVP for audience modeling and data science Dana McGraw and Samba TV CEO and cofounder Ashwin Navin for a look into the future of TV measurement reshaping the advertising landscape today.
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The 2022 Frost Radar on Television Viewership Data Providers found Samba TV to be the leader in TV data capabilities. Samba TV’s capabilities were evaluated against 20 metrics aligned with five core pillars in the report. These included: diversity of viewership sources; linear and streaming measurement segments; technology portfolio; use cases, including ability to deliver advertising features to its customers, such as optimization as well as reach and frequency; and privacy values.
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For many attendees at Cannes Lions, the numbers that indicate optimum campaign performance may come a close second to a cocktail on the Croisette. But, for Ashwin Navin, CEO & Co-Founder, Samba TV, the hills overlooking the event site are the perfect place to see the future. “This year, we’re seeing a really strong appetite for more (ad) measurement,” Navin tells Beet.TV editorial advisor Jon Watts, in a filming location at Beet.TV’s hillside villa in Cannes.
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Reports this past month that Netflix is accelerating its move to an ad-supported tier have grabbed the attention of everyone in ad land searching for new ways to reach consumers across today’s incredibly fragmented and cordless consumer landscape.
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Samba TV and LG Ads included testimonials from agency and client customers backing their alternative measurements or guarantees. Samba, which was tapped by Disney Advertising as a currency alternative earlier this year, built its NewFronts pitch around its “FlexFronts” approach of helping advertisers find viewers in connected TV they can't reach elsewhere. Samba touted its incremental cost per thousand (iCPM) guarantee that lets buyers pay only for CTV audiences that are additive to their linear TV buys.
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