SAN JUAN, Puerto Rico – In the emerging world of new TV advertising capabilities, answering Wanamaker’s paradox is becoming a real possibility.
New features include attributing consumer actions back to TV ad exposure.
“TV and video have been a legacy business for years and other media have been chipping away at it,” Coon says. “It was built on top of a 50-year-old measurement model that just doesn’t meet the need of marketers anymore.
“I think it’s really important we focus on business outcomes, whether that be things like brand lift or sales lift, or app instals or foot traffic.
“These are going to be the new table stakes of what marketers need and want to understand the efficiency and effectiveness of their ad buys.”
Samba TV has software embedded in smart TV devices from 24 companies, giving it insight on “46 million addressable TV devices globally powering the world’s largest end-to-end viewership data and household identity graph”, according to the company.
After initially just offering access to viewing data from automatic content recognition (ACR), the company has expanded its offering.
Last summer, it launched its own SambaID. Now the company has two currencies of its own.
But the company has also partnered with the likes of Comscore, Kantar and Lucid to work with other currencies, too.
That puts Samba TV in the mix with the new alt.currency movement.
In 2022, more broadcasters are testing out new digital currencies and measurement metrics, to go alongside or replace traditional Nielsen yardsticks.
Disney unveiled Samba TV as its first official measurement partner.
“That’s going to move the industry forward as more measurement partners move into the space, and competition’s good for the business,” Coon thinks.
Samba TV in February launched its own incremental cost per thousand (iCPM), so that marketers can only pay for ad impressions served within households previously unexposed to their linear TV campaigns.
It solves what it says is a problem wherein, from 24 billion hours of analyzed linear and streaming TV viewing, 97% of all linear ad impressions were continually delivered to the same 55% of U.S. households – in other words, horrendous waste.
Next-up, Coon aims to prove the effectiveness of such methods for more ad campaigns.
“We just did a few studies now with Hyundai, where we measured true reach and frequency across the entirety of the Disney portfolio for them,” Coon adds.
“We’re going to be doing that a lot more beyond Hyundai with our friends at Disney, and Publicis is up next. So we’re excited to work with them in the spring.”
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