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The State of Viewership

Jim Tarr
VP of Marketing, Growth & Product Marketing
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Hyundai connects with hard-to-reach cord-cutters and light TV viewers with Disney Advertising and Samba TV

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Author
Jim Tarr
VP of Marketing, Growth & Product Marketing
May 19, 2022
2
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In this video case study Angela Zepeda, the CMO of Hyundai, shares our innovative work together with Disney Advertising to identify, measure, and drive incremental reach and scale for the automaker across every Disney platform.

Strategy

The long-standing relationship between Hyundai and Disney has focused on finding new ways to connect with and understand the automaker's audience. Given how much the television landscape has shifted. Hyundai looked to Disney to help connect with hard-to-reach cord-cutters and light TV viewers. 

Hyundai recently started to use Samba TV's total reach and frequency tool to explore our incremental and deduplicated reach across the entire Disney ecosystem. 

Insights

Among households containing adults, 25 to 54, Disney's addressable video contributed the highest percentage of unique reach for our campaign, higher than any linear network and over twice as high as the next linear network. These were no ordinary viewers either. 85% of these households watch under three hours of TV a day. 

Conclusion

As viewership fragments across screens, understanding where and for how long viewers consume content is critical to understanding what creative to share and in what cadence. Understanding true reach and impact through advanced measurement is top of mind for marketers like Angela.   

Samba TV's incremental reach tool proved invaluable in demonstrating the power of Hyundai's buy. Providing insight into the deduplication of audiences across all screens and their unique viewing behaviors. It's a solution Hyundai will continue to use to measure the true impact of their campaigns and ensure they connect with every customer they can. 

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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
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