The State of Viewership

Becky Calejo
Associate Director of Marketing
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Incremental CPMs Make Ad Campaigns More Efficient: Samba TV’s Avi Brown

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Becky Calejo
Associate Director of Marketing
Feb 25, 2022
6
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Consumers are spending a growing amount time watching video content on connected devices including smart TVs and mobile phones. As audiences divide their time among linear and digital channels, advertisers have sought more accurate methods to measure these activities – or a currency that indicates what they’re getting for their media spending.

As part of Samba TV's Leadership Series with Beet TV, Avi Brown, SVP of Revenue Products, discusses the future of currency and Samba's new metric, incremental cost per thousand (ICPM), which helps marketers better understand how their campaigns on streaming video platforms extend their reach beyond linear TV.

“We really are hearing more and more of a narrative around the multicurrency future,” Avi Brown, senior vice president of revenue products at advertising and analytics company Samba TV, said in this interview with Beet.TV. “The future of currency really has to be a spectrum or a suite of different metrics that matter to the specific brands based on their business.”

“Effectively, the marketer only pays for impressions that are incremental to the impressions they’ve already achieved to their linear investments. So, it’s a performance guarantee against incrementality,” Brown said.

With its pilot program, Samba TV is seeking to develop ICPM into a measurement standard that’s adopted by marketers that buy advertising and video publishers that have media inventories to sell.

“Once we can prove out the efficiency, what we’re going to see — and what we’re hoping for — is adoption both on the sell side and buy side,” Brown said, “where Samba is able to provide a real third-party neutral source of truth for these transactions between the agencies and the media companies they buy from.”

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