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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Streaming has had a bit of a backlash over the past few days in the public markets. Netflix’s disappointing subscriber news sent investors fleeing the stock which then caused a ripple effect throughout the broader connected TV marketplace pulling down just about anyone that touched the streaming world. While a disappointing quarter can certainly dampen moods, the fact remains that the macro picture regarding the future of the broader connected television marketplace remains brighter than ever.
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