With half of U.S. adults no longer subscribing to cable and nearly all traditional TV advertising impressions reaching only half of households, linear-first strategies of the past are failing brands today. As the market leader in next generation TV data and measurement, Samba TV took the stage at this year’s NewFronts where we explored key strategies for brands to increase engagement, drive tune-in, and unlock new insights by embracing a multi-currency, data-driven approach to TV measurement and audience targeting. 

“We have reached a tipping point in the industry today. We can no longer accurately measure the signals of the future using methodologies from the past,” said Samba TV Co-founder and CEO Ashwin Navin. “As the industry moves forward in embracing a multi-currency world, we have been investing in what that exciting new future looks like in a truly omniscreen experience to have one clear view of the consumer. As the market leader in next generation TV data and measurement, we are primed to meet the needs of today and tomorrow.”

On stage, we detailed how to lead with data and leverage real-time insights that empower brands and agencies with the tools and flexibility to future-proof advertising across any platform and on every screen. Samba TV CMO Meredith Brace took the stage to walk through three key principles essential for every brand and agency in today’s ad buy marketplace:

The new signals of today require new methodologies to measure and target against. The world of TV advertising and measurement is opening entirely new capabilities to us, so why would we try to force old thinking into the exciting new world we are building together?  

We need to think in truly omniscreen terms. The total universe of consumer time spent with media is what matters most. We can and need to tear down the silos between television and all of the other content that audiences engage with today, to have one clear view of the consumer.  

Accountability to business outcomes needs to be prioritized. TV is becoming increasingly like digital, enabling far more addressable and measurable outcomes. That means it is also time for our industry to collectively break free of the past legacy measurement mindset and embrace all of the insights and data we have at our disposal.

Next, Samba TV Co-founder and CEO Ashwin Navin dug into these key principles and offered a look to the future with a fireside chat with industry analyst Joanna O’Connell. 

While the industry moves to embrace a multi-currency world, we have been investing in what that world looks like with cutting-edge new AI technology that will not only improve the TV experience for the consumer but also develop new ways to monetize and measure time spent on TV. - Ashwin Navin

Artificial intelligence is transforming nearly every aspect of our lives today and we think it has tremendous relevance in our industry. Samba TV is planning a series of major launches and innovations centered on the consumer experience, the advertising experience, as well as pioneering an entirely new and advanced measurement system built on AI. 

New capabilities we will be bringing to market will give the consumer more control over their TV experience, provide new unintrusive ad units for marketers and completely revolutionize how we measure audiences, and engagement, today. We recently unveiled these exciting new features at CES this year with one of the leading consumer electronics brands in the world, TCL who will be co-developing this future together with us.  

Finally, we brought on a special guest, TikTok Global Head of Marketing Science Jorge Ruiz to discuss the impressive study results across a variety of advertisers and program genres to measure the value of TikTok at driving tune-in from the small screen to the big screen. With an omniscreen approach to business-based outcomes a hot topic at this year’s NewFronts, the ability to deliver direct performance outcomes like tune-in is a game-changer for advertisers. 

Our research shows that TikTok is the number one platform that notoriously hard-to-reach Gen Zers use to find content, which makes it an ideal place for targeting this notoriously fragmented audience to increase tune-in. The results of the joint study were huge. In fact, Samba TV data found that TikTok campaigns were 6x more likely to reach light TV viewers than linear television ads. Furthermore, 45% of TikTok tune-ins were incremental to a TV campaign.

The NewFronts may have wrapped but these topics will carry on with utmost importance for brands and agencies throughout the year. Catch the full NewFronts session below. 

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