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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At B&T, we’re thrilled to share our shortlist of incredible entrants leading the tech industry to a more diverse and inclusive future.
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Disney on Tuesday will announce a new deal with Samba TV, a digital measurement company, to provide alternative data to Disney advertisers looking to better understand how their content is viewed in real-time via streaming. Why it matters: Samba is the first third-party vendor that Disney has officially named as a partner, as it looks to broaden the types of measurement solutions it offers its advertisers in the digital world.
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TV measurement firm Samba TV is launching what it says is the first advertising currency to offer guaranteed “incremental” reach for TV and video marketers. The performance-based metric, called iCPM metric, is where “marketers only pay for ad impressions served within households previously unexposed to their linear TV campaigns.
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The IAB has issued a stark warning to the industry that reliance on third-party data is a risky path forward. To help brands further understand what’s at risk, Samba TV has put together some recommendations to help avoid the “measurement blackout” and future-proof their ad strategies.
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