Samba TV took the stage all four days at Advertising Week New York to discuss the future of television measurement, the industry’s shift to a multi-currency future, critical advertising investment in streaming in the run-up to the 2022 midterm elections, and how to break through a crowded media ecosystem and win the fight for attention. Read on for more highlights from the action-packed week.
Samba TV’s Chief Marketing Officer Meredith Brace kicked off Advertising Week New York moderating a panel with some of the most recognizable brands and media entities in the industry. She was joined by executives from Warner Bros Discovery (Andrea Zapata), TikTok (Julie Green), WWE (Craig Stimmel) and Initiative (Lars Hyman) to discuss the shifting media landscape that has only accelerated within the last several years.
Brace opened the discussion by shedding light on new Samba TV and HarrisX data showing that for the first time ever, a majority of U.S. adults no longer have a television subscription – an alarming statistic by any standard. The discussion also centered on the surplus of choices in the marketplace, how data can help better inform media planning tactics, as well as the industry’s willingness to try and test new things to capture brand attention today and in the future.
Watch the full session here.
Day two of Advertising Week featured Samba TV’s Co-Founder and CEO Ashwin Navin alongside political advertising firms from both sides of the aisle, including Targeted Victory (Zac Moffatt), DSPolitical (Mark Jablonowski), and MiQ (Melissa Kurstin). Moderated by Digiday’s Senior Reporter Marty Swant, the panel shared key lessons from the political advertising trenches for every advertiser to take advantage of as the media landscape continues to fracture across screens, platforms, and publishers.
Watch the full session here.
Global President of Advertising Week, Ruth Mortimer, sat down for an executive interview with Samba TV Co-Founder and CEO Ashwin Navin on the emergence of a multi-currency future, what it means for the industry, and how data measurement companies like Samba TV are re-inventing this business. According to Navin, “We’re in the golden age of measurement.” What was once dominated by a single player is now open for business:
“It stands to reason that we would have many ways to measure because a currency of the future can’t be one-size-fits-all. All of our needs are different. Every brand is different. Every marketing objective will be slightly unique. And the idea that there will be one currency that dominates them all feels quite antiquated.”
Navin also touched on what marketers should demand from their data. Hint: speed, scale, holistic, representative, and first-party are key elements of Samba TV’s data.
The conversation also touched on 2023 and the forward-looking nature of the measurement debate. Navin concluded, “This is the moment when we should not settle for what's worked in the past."
Watch the full session here.
Ashwin Navin joined Assembly, a global omnichannel media agency, and spoke alongside a panel of experts from companies across policy, advocacy, and brand advertising, including Lyft (Heather Foster) and Assembly (Tyler Goldberg), for an engaged discussion on the path forward for brands navigating the media ecosystem during politically-charged times.
Moderated by Valerie Davis, Assembly’s President of North America, the panel touched on how brands can break through the noise, especially in an election year. Navin dove into research that Samba TV conducted in partnership with HarrisX that showed only 39% of independents watch traditional linear television. As cord-cutting becomes mainstream and widespread, in order to launch a winning campaign, it is imperative to identify those voters and build a streaming-first strategy to bring campaign messages to them.
In the 2020 battleground state of Arizona, for example, a Samba TV analysis of all linear television ads run in the final 30 days of the competitive Senate race found 90% of the ads reached just the same 55% of Arizona households, highlighting the critical need for campaigns to shift strategies to reach voters where they now spend most of their time.
Watch the full session here.
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