The State of Viewership

Robbie Percell
Product Marketing
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How Samba TV’s iCPM Eliminates Unwanted Ad Saturation

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Author
Robbie Percell
Product Marketing
Jul 28, 2022
4
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Combatting Ad Saturation

With US consumers watching less and less linear television (over one-third of households no longer watch at all*), brands must seek out more effective ways to reach audiences who no longer congregate their attention around traditional television. While consumer attention has shifted away from linear, overall share of TV ad dollars have not followed suit. This has resulted in significant ad saturation on an increasingly shrinking audience. In Q1 2022 for example, 94% of all linear ad impressions were delivered to the same 55% of US households.** This highlights not only how much more difficult it is to deliver audiences at scale through linear, but more importantly, how much budget is being wasted by over-saturating the same households with costly television ads. 

How do we combat this increasing challenge to avoid audience exhaustion and waste? With connected TVs now dominating the television landscape in nearly every home in America, the ability to tap into rich data insights for TV planning and measurement has never been more sophisticated. Sounds straightforward enough, right? However, with new methods come new challenges.

Achieving Incremental Reach

Incremental reach, or the ability to target audiences previously unexposed to an ad, solves the problem of securing the attention of these hard-to-reach audiences. However, achieving true incremental reach comes with challenges of its own. As walled gardens such as Facebook, Apple, Amazon, and Google have created additional barriers on some of the largest ad platforms in the industry, it has become increasingly difficult to efficiently reach audiences. 

A sophisticated digital strategy should help to execute a more cost-effective way to target prospective consumers, sidestep less relevant audiences, and provide actionable, in-depth insights and analytics as to whom these ads were delivered to. However, despite overcoming some of these challenges with new digital tools, existing fragmentation, evolving data usage laws, and increased ad saturation have still left much to be desired in achieving true incrementality.

Samba TV’s iCPM

iCPM by Samba TV is the first omniscreen solution that guarantees advertisers will reach new omniscreen audiences, while only paying for those unexposed to their linear campaign to date. iCPM (incremental cost per thousand impressions) is an especially versatile tool in that it is not limited to a small subset of inventory owned by any one platform. It can be transacted across online, mobile, and streaming video regardless of the platform. This data-driven approach ensures campaigns are maximizing incremental reach, negating ad saturation, and delivering de-risked impressions without the waste.

 

  • Performance-based, not volume-based cost 

The new performance-based iCPM metric is designed to help advertisers discover and reach increasingly difficult to engage audiences across linear, streaming, online, and mobile video. When you are paying only for confirmed incremental impressions, you can rest assured that your budget isn’t being wasted with less sophisticated spray-and-pray digital targeting tactics causing further ad saturation. 

  • Optimize with transparency

An incremental reach-focused dashboard provides marketers with real-time insights that unlock transparency into the true cost of achieving incremental reach benchmarks. In-flight optimization empowers advertisers with the flexibility to act now and ensure the campaign achieves its goals with the most cost-efficient tactics. 

  • Maximizing reach with confidence

Fusing first-party TV data with a strong digital strategy ensures the entire de-duplicated audience is being reached and converted. Digital should be the standard bearer for securing audiences beyond the linear landscape; strong and transparent first-party data 

Incremental Reach Dashboard

Another key innovation of iCPM is the real-time dashboard that allows advertisers to see where both their linear ads have run, and where their digital ads have run to deliver a transparent and deduplicated incremental audience to go after.

This dashboard provides full transparency into campaign performance surrounding incremental reach. The combination of accurate, first-party data, and the incremental reach dashboard, opens up the flexibility to effectively optimize live campaigns.

iCPM puts its money where the audience is

Since its launch, activations on iCPM have shown to outperform standard CPM campaigns, achieving significant incremental efficiencies and outperforming 96% of campaigns with similar digital budgets.

  • 20% less spend than comparable campaigns while ranking in the 99th percentile for overall incremental reach share.***
  • 29% average incremental lift beyond linear campaigns.****

Seize the value of incrementality with iCPM 

In a world with few guarantees, stop paying for impressions you don’t want or need. Ad saturation is not only ineffective, but it’s expensive. With a clearer, more simplified view into the performance of linear and CTV campaigns, advertisers can more quickly and efficiently minimize any wasted budget spent not reaching ideal audiences. iCPM, as a currency, delivers on opportunities in a way that marketers and advertisers can trust and actually measure. The days of “spray and pray” tactics are numbered as iCPM delivers de-risked impressions, increases overall reach, campaign ROI, and efficiencies by guaranteeing you only pay for impressions delivered to audiences previously unexposed to linear.

* Leichtman Research

** Samba TV, Q1 2022 State of Viewership Report

*** Samba TViCPM Case Study, 2022

**** Samba TV iCPM 2022

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