/ CASE STUDY

ACUVUE® Leverages Samba TV Proprietary Data & Identify Graph to Drive Precise Targeting & Measurement

This case study shows how ACUVUE® partnered with Samba TV’s innovative and flexible targeting and measurement solutions to improve their KPIs and maximize campaign outcomes.

/ OBJECTIVE

ACUVUE® sought to use data to connect with UK audiences and increase category penetration with new contact lens wearers by leveraging data-driven insights to analyze the impact of the targeted campaign on brand awareness, brand effectiveness, consideration, purchase intent, and ad creative effectiveness.

/ STRATEGY

Leveraging Samba TV’s proprietary ACR data and Identity Graph, ACUVUE® was able to identify and target audiences based on their viewership habits. This includes retargeting households exposed to competitors’ linear TV campaigns, 25 to 40-year-old fitness enthusiasts, and viewers of SVOD services across all of their digital devices.

01.

Proprietary Tech Stack

Samba owns our own ACR, identity graph, and panel which help ensure measurement accuracy for ACUVUE® due to minimal data loss and accurate frequency counting across devices.

01.

Identity Accuracy

Samba’s identity graph powers deduplicated omniscreen measurement for ACUVUE®, including identifying which digital devices belong to an individual with 90%+ accuracy.

01.

First Party Data

Samba uses ACR-only data that captures all content on screens, including streaming, to power measurement panels that are normalized to have between a .00003% and .01% demo delta compared to U.S. census.

/ RESULTS

The partnership, in conjunction with market research firm On Device Research (ODR), enabled ACUVUE® to measure a range of full-funnel KPIs ranging from brand awareness, brand consideration, and purchase intent, to emotional engagement, message conveyance, and consumer reaction.

01.
14%

Increase in brand awareness for ACUVUE® among audiences exposed to campaign (1.75X industry standard according to ODR)

02.
10%

Increase in ACUVUE® brand consideration for audience exposed to ACUVUE® campaign (4.3X industry standard according to ODR)

03.
17%

Lift in purchase intent for ACUVUE® for audiences exposed to campaign (9X industry standard according to ODR)

“When your audience’s behaviors shift, so does your strategy in reaching them. As part of this, the ACUVUE® team needed to review how we best connect with our target audience, and Samba TV have greatly impressed us. Their proprietary tech stack, industry knowledge, and strategic approach improved both individual campaigns and our overall ACUVUE® KPIs.”

- Kate Stockwell, Head of Marketing at ACUVUE®

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The State of Viewership

Jim Tarr
VP of Marketing, Growth & Product Marketing

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ACUVUE® Leverages Samba TV Proprietary Data & Identity Graph to Drive Precise Targeting & Measurement

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Author
Jim Tarr
VP of Marketing, Growth & Product Marketing
Oct 26, 2022
1
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Why Samba TV?

Our mission is to create data at the heart of TV, powering a more scientific approach to advertising and a better viewing experience for everyone.

Real-Time Disruption in Real-World Viewership

Audiences are enjoying more television content today. As viewership rapidly shifts across a growing set of innovative platforms, formats and devices, we provide real-time insights to help drive business decisions.

For the Love of Television

Samba TV enables marketers to build engaged audiences, and empowers viewers to spend more time with programming and brands they love. We believe data should be independent, not monopolised by walled gardens that measure their own media.

We Turn Noise into Knowledge

We utilize our AI/ML driven tech stack and comprehensive, accurate first-party data that is gathered from 24 leading CTV brands globally, to power real-time decision making and optimise audiences' consumer journey across an expanding slate of platforms.

Why Samba TV?

Our mission is to create data at the heart of TV, powering a more scientific approach to advertising and a better viewing experience for everyone.

Real-Time Disruption in Real-World Viewership

Audiences are enjoying more television content today. As viewership rapidly shifts across a growing set of innovative platforms, formats and devices, we provide real-time insights to help drive business decisions.

For the Love of Television

Samba TV enables marketers to build engaged audiences, and empowers viewers to spend more time with programming and brands they love. We believe data should be independent, not monopolized by walled gardens that measure their own media.

We Turn Noise into Knowledge

We utilize our AI/ML driven tech stack and comprehensive, accurate first-party data that is gathered from 24 leading CTV brands globally, to power real-time decision making and optimize audiences' consumer journey across an expanding slate of platforms.

“Samba gave us the platform to reach our audience and stay top of mind”

Aina Bolstad, Senior Marketing Comms Manager, Microsoft

"Partnering with Samba a second time allowed us to understand the role of each medium & environment in our video plans. This partnership continues to give us insights we can use to optimize in a way we were previously unable."

Sarah Leidy, Manager, Southwest Airlines

“Using high-quality data sources, like Samba, to help us identify readers who engage in specific behavior is becoming a valuable enhancement to our strategies for finding the right people on BuzzFeed."

Josh Peters, Buzzfeed, Director of Data Partnerships