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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Samba TV integrates first party CTV data into Pubmatic’s SSP, deal means ad buyers can target audiences becoming harder and harder to reach on linear TV, while better managing frequency.
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Disney+’s season one finale of Lucasfilm’s The Book of Boba Fett clocked 1.5M U.S. households according to Samba TV from the show’s Wednesday to Sunday run. That’s 36% higher than the 5-day finale draw of The Mandalorian‘s season 2 which streamed from Dec. 18-22, 2020 and pulled in 1.1M U.S. households per Samba TV metrics. The season one finale of The Book of Boba Fett, “In the Name of Honor,” was directed by Robert Rodriguez and written by Jon Favreau and Noah Kloor.
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With a surge of star power that spanned generations, Sunday night’s Super Bowl halftime show delivered super numbers. Viewership rose over last year’s numbers for the program featuring a who’s who of rap and hip-hop legends. According to Samba TV, which has an addressable footprint of 46 million opted-in devices in the United States, 29 million U.S. households watched the halftime show. That was a jump of 19% over last year, when the Weeknd served as the headliner.
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