Samba TV focused on its vast data collections and how the company can take a more scientific approach to advertising while creating a better viewing experience. “Connected TV represents the fastest growing segment of the overall media and advertising ecosystem. But it still very much feels like the frontier because a lot of the disruption and innovation that we’ve seen in digital has yet to happen intelligently in the living room,” said co-founder and CEO Ashwin Navin.
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In 2020, like our personal and professional lives, everything about the TV upfront changed. The combined impacts of the pandemic and the shift away from linear television to streaming have primed the industry for change. Or it certainly felt that way, as many believed we would see a rethink of how tens of billions of dollars in television advertising were transacted annually. The only problem is, that hasn’t happened. But it should.
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Yahoo has announced a first-of-its-kind partnership in Australia with Samba TV, the leading global omniscreen advertising and analytics company. The new deal provides advertisers with a holistic cross-screen view, connecting traditional offline television audiences with the online world. Samba TV’s first-party Smart TV data is now integrated into the Yahoo DSP to help advertisers maximise their advertising dollars effectively and efficiently. The new data offers advertisers in-flight insights into linear audiences engaging across all digital channels to inform optimisations and ROI.
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With Samba TV graciously sponsoring this year’s B&T Women Leading Tech Awards, we caught up with the industry veteran to talk about everything from being the only woman on a tech conference shuttle bus, to getting told she was “too ahead of her time,” imposter syndrome, and how men can support women in tech.
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Given how late the Oscars are this year on March 27, and how Covid held older adults back from attending cinemas, an Oscar halo effect was never expected to take place at the domestic box office for Best Picture nominees. All eyes were on streaming. But, was anyone watching? In an exclusive set of viewership data from third-party streaming data corp Samba TV, we can actually see the impact Oscar noms made on movie-watching at home...
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TV measurement providers in the streaming era have quite a lot of boxes to check: frequency, reach, audience verification, data collection. But in Samba TV’s view, nothing matters without the ability to achieve and measure incremental reach. The vast majority (97%) of all linear TV ad impressions in Q4 were shown over and over again to the same 55% of US viewers, according to research conducted by Samba using ACR technology. And that’s a big waste, said Samba’s CEO Ashwin Navin. Marketers are missing out because the current CPM model “doesn’t deduplicate across screens,” Navin said.
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