CANNES — For many attendees at Cannes Lions, the numbers that indicate optimum campaign performance may come a close second to a cocktail on the Croisette.
But, for Ashwin Navin, CEO & Co-Founder, Samba TV, the hills overlooking the event site are the perfect place to see the future.
In this video interview with Beet.TV, Navin described how recent trends are changing the market.
“This year, we’re seeing a really strong appetite for more (ad) measurement,” Navin tells Beet.TV editorial advisor Jon Watts, in a filming location at Beet.TV’s hillside villa in Cannes.
“We’re coming off a backdrop where there really was only one option, one currency-grade measurement company per transaction (Nielsen).
“That’s changed this year. There are at least one additional provider in many campaigns and that’s new. We’ve never seen the transactions where you see actually two measurement companies at play.”
Counting is cool
“For the first time in many years – for as long as I’ve been in this business – you know, measurement is cool,” Navin continued.
“There’s no reason why industries of different types, clients of different types, marketers who have different needs – top of funnel, lower funnel – why they should all be using one currency.
“As we’re going into a recession, I think CMOs want to lean into their CFOs and say, ‘we know how the budget’s working and how it’s being measured and that it’s doing the right things’.”
— Sarah Saul (@srsaul04) June 20, 2022
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.
Disney unveiled Samba TV as its first official measurement partner.
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.