The State of Viewership

Katie North-Fisher
Director, Corporate Communications
Interested in learning more? Contact Us

+

Ask a Samba TV Expert: Samba TV's On-Demand Analytics Dashboard

+

Author
Katie North-Fisher
Director, Corporate Communications
Dec 2, 2020
3
MINUTES 
Share:
Interested in learning more? Contact Us

Thank you for voting Samba TV 'Best in Measurement Solutions'! Read more on Adweek

More resources

View More

This week, Samba TV announced the completion of our Analytics Dashboard beta program and its adoption by several Fortune 500 customers. 

The dashboard’s full analytics suite for campaign reporting and forecasting provides leading advertisers the industry’s most accurate TV data, allowing them to optimize campaigns and maximize ROI across TV, Connected TV (CTV), and digital advertising.

I sat down with Samba TV SVP and Head of Data Products Chris Squire to hear a bit more about the Analytics Dashboard and its benefits for advertisers and brands leveraging omniscreen tactics. 

What is the Analytics Dashboard?

So many advertisers today operate across a variety of channels, but are forced to deal with piecemeal data insights. The Analytics Dashboard helps these advertisers by providing omniscreen measurement around the clock and always at their fingertips to better optimize campaigns and maximize ROI across linear TV, CTV, and digital media. With an easy-to-use interface, the dashboard offers advertisers the opportunity to use it as a standalone visualization tool or directly download and incorporate within in-house analytics or data platforms. The Analytics Dashboard offers three main interfaces: Reach & Frequency, Online Conversions, and Tune-in Conversions. 

What can you tell us about the beta program?

Following a beta program that began in July 2020 across select customers, the Samba Analytics Dashboard is now being leveraged by leading Fortune 500 clients in categories like entertainment, CPG, and e-commerce, among others. 

What data is being captured by the Analytics Dashboard?

This best-in-class Analytics Dashboard offers advertisers 24/7 access to Samba TV’s omniscreen data, which is sourced from 20 Smart TV brands, the most in the industry. Advertisers and brands utilize the Analytics Dashboard to interact with and understand campaigns at a granular level, including: 

  • What digital devices are being reached and how to optimize media (CTV, linear TV, PC, tablet, and mobile) 
  • Demographic insights (gender, ethnicity, income, and age)
  • Level of TV exposure (heavy, medium, and light TV viewers)

Tell me a little more about Reach & Frequency, Online Conversions, and Tune-in Conversions.

The Reach & Frequency Dashboard of the Analytics Dashboard measures reach and frequency of advertisements by platform, TV network, digital publisher, and demographics. The innovative dashboard even includes monitoring and analysis of the overlap that ads may see between TV and digital.

With the Online Conversions Dashboard of the Analytics Dashboard, advertisers can monitor and adjust omniscreen campaigns based on the real-world actions their consumers take. The Online Conversions Dashboard measures granular insights on audiences exposed to a media campaign that subsequently perform an online action (visiting a website, purchases, etc.). 

In this crowded entertainment landscape, it can be difficult to draw in eyeballs and understand how viewers engage with content. With the Tune-in Conversions Dashboard of the Analytics Dashboard, publishers can access analyses on how ad exposure drives audiences to watch a TV program and which tactics are most effective.


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