The State of Viewership

Becky Calejo
Associate Director of Marketing
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Audience Data Support ‘Focused Scale’ for Streaming Ads: GSD&M’s Dave Kersey

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Becky Calejo
Associate Director of Marketing
Jan 20, 2022
6
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Marketers that seek to reach target audiences and gauge the performance of their advertising have a variety of data tools to gain a better understanding of consumers. Audience engagement is a key indicator of their actual behaviors, though marketers also can glean insights from multiple sources of data.

As part of Samba TV's Leadership Series with Beet TV, we asked Dave Kersey, SVP, Executive Media Director at GSD&M, to share how he leverages multiple data sources to glean audience insights and drive focused scale in the streaming/connected TV landscape.

“It’s not one dataset across the entire ecosystem. It’s really a series of data points,” Dave Kersey, senior vice president and executive media director at advertising agency GSD&M, said in this interview with Beet.TV. “Just because you can view, leverage and access hundreds of thousands of data points doesn’t mean you should use them all.”

As consumers shift their viewing behaviors to over-the-top (OTT) and connected TV (CTV) platforms, marketers have more opportunities to get the most out of their first-party data about customers. Combining that information with automated content recognition (ACR) data that indicate what appears on television screens is especially useful for tracking reach and frequency.

“When we look at video specifically, we’re able to understand how to drive focused scale in the streaming/connected TV landscape,” Kersey said. “A partner like Samba is really great at allowing us to have a core opportunity to accomplish this.”

Audience insights provide the basis for developing a strategy to reach consumers through linear television and the newer streaming platforms that sell advertising.

“Things that are critical to understanding this would be the ability to drive messaging and frequency of messaging,” Kersey said. “The opportunity with CTV is to get as precise as possible while building incremental scale, but doing it in a way that’s driving value for the end user.”

Originally published on Beet TV

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