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The State of Viewership

Katie North-Fisher
Director, Corporate Communications

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How to Increase ROAS in a Recession

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Author
Katie North-Fisher
Director, Corporate Communications
Oct 25, 2022
3
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Following years of enduring a global pandemic, companies around the world are now battening down the hatches for a possible recession. As organizations prepare to navigate the uncertain economic times ahead, experienced marketing leaders are looking for new approaches to stretch dollars using sophisticated, data-driven approaches to maximize return on ad spend (ROAS). Data-driven marketing can offer up a wealth of benefits to marketers looking to make every dollar count by eliminating costly guesswork that can often lead to unnecessary wasted spend. 

At Samba TV, we call our approach to helping marketers lean into data-driven marketing Samba TV Advantage. Advantage provides brands access to comprehensive TV data to drive incremental reach while reducing ad frequency oversaturation. This makes campaigns much more efficient, helping ad dollars to go further as marketing budgets prepare to face future possible cuts in a recession. Using Samba TV’s data on top of your existing publisher partnerships means no extra work, as you can simply layer in the data to your existing buy.

4 ways data-based strategy can extend a tight budget

  1. Leverage preferred inventory. In uncertain times, being able to work in and out of walled gardens to reach customers regardless of the content they're consuming is essential. Samba TV’s data can be made available on most publishers and platforms, so you can easily ask publishers to layer on TV data without changing your content strategy.
  2. Targeting efficiency. There’s no room for inefficiencies when budgets are under the magnifying glass. Avoid unnecessary waste within existing or even pared-back budget by utilizing an identity graph that accurately maps digital devices to an individual to better reach your customers without overexposing the same audience to the same ad.
  3. In-flight optimization. Even if budgets are not constrained, the set and forget strategy is inexcusable as it blows through spend with suboptimal target acquisition. A nimble data-driven approach allows brands to optimize campaigns in-flight and maximize ROAS with less wasted budget. Samba TV’s scientific approach to advertising achieves an average incremental reach of 83.7% of unexposed audiences.
  4. Increase share of voice. When ad budgets tighten, it’s a unique opportunity to actually increase share of voice using data-based approaches. By optimizing your campaigns based on real-time data, you can more nimbly keep an active presence while others pull back activity. 

As we head into another period of uncertain and shifting consumer behaviors, it’s more important than ever to optimize your ROAS with data-based strategies. As many companies will wrongly pull back their advertising and marketing campaigns to weather the downturn, this becomes an opportunity to gobble up share of voice and customers left on the table with cost-effective, data-driven strategies.

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