Presentation to Feature New Insights on Streaming, Results from Measurement Studies with TikTok on Tune-In, and Samba TV’s Investment in the Future of Measurement
SAN FRANCISCO, May 2, 2023 - Samba TV, the market leader in next generation TV data and measurement, today announced the lineup for its annual IAB NewFronts presentation. Selected to present at the media and entertainment industry’s premiere event designed for brands, agencies, and media buyers, Samba TV will feature a program packed with new insights into the audience landscape, the power of its omniscreen measurement solutions, and the state of advertising today for buyers to take a more data-driven approach to TV measurement and audience targeting. Joining Samba TV on stage during its presentation will be Global Head of Marketing Science at TikTok Jorge Ruiz to discuss the results of a joint first-of-its-kind measurement study on tune-in.
“We are excited to be back in New York City for this year’s Newfronts. As we look to the future and continue to evolve every aspect of our industry from how we measure and target audiences, to new performance-based outcomes, the focus for 2023 has shifted is really on accuracy and accountability,” said Samba TV Chief Marketing Officer Meredith Brace.
Scheduled for Wednesday, May 3 at 3:05 p.m. ET, the presentation will introduce viewers to Samba TV’s industry-leading technology enabling advertisers to plan, measure, and execute campaigns on every screen with the most powerful and actionable first-party data available in the market today. Samba TV’s lineup will feature CEO Ashwin Navin, CMO Meredith Brace, and Senior Vice President Dallas Lawrence, as well as Global Head of Marketing Science at TikTok Jorge Ruiz.
“At this year’s upfront, the key word is accountability. Buyers no longer want to be handcuffed to a legacy buying method with an outdated method of measuring effectiveness,” said Ashwin Navin, Co-Founder and CEO of Samba TV. “Accountability to business outcomes must be prioritized. Collectively we must break free of the past legacy measurement mindset and embrace all of the insights and data we have at our disposal. We look forward to highlighting the unique differentiators we bring to the market as a 100% first party ACR company including the most accurate deduplicated view of audiences across every screen available today.”
The presentation will also hear from one of the world’s leading entertainment platforms, TikTok, which recently tapped Samba TV to commission a first of its kind partnered study measuring the effectiveness of advertising to deliver awareness and conversion into viewership of shows, movies, and live events. Samba TV will also feature timely research into the viewing behaviors driving fragmentation today.
“We have reached a tipping point in the industry today. We can no longer accurately measure the signals of the future using methodologies from the past,” continued Navin. As the industry moves forward in embracing a multi-currency world, we have been investing in what that exciting new future looks like in a truly omniscreen experience to have one clear view of the consumer. As the market leader in next generation TV data and measurement, we are primed to meet the needs of today and tomorrow.”
The 2023 IAB NewFronts brings the industry together to discuss critical issues, including new approaches to measuring and valuing inventory, smart creative that leverages the power of digital, and ensuring investment in content that reflects audience and owner diversity. For an up-to-the-minute agenda, visit https://www.iab.com/events/newfronts-2023/.
About Samba TV
Samba TV has transformed the TV from a pane of glass on the wall to a window into the heart of audiences. We are the global leader in television technology powering real-time insights and audience targeting to enable unparalleled marketing efficiency and effectiveness. Our proprietary first-party data from tens of millions of opted-in televisions, across more than 20 TV brands sold in over one hundred countries, provides advertisers and media companies a unified view of the entire consumer journey. Our independent currency-grade measurement has future-proofed advertising for the next generation, empowering advertisers to connect with their audiences on any platform, across every screen.