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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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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