The State of Viewership

Meredith Brace
Chief Marketing Officer
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Samba TV at Cannes Lions 2022: Highlights from the French Riviera

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Author
Meredith Brace
Chief Marketing Officer
Jun 29, 2022
3
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After a two year hiatus, Samba TV headed to Cannes Lions this June alongside some of the most innovative brand and agency partners and creative marketers in the industry. It was a jam-packed week of panel discussions, conversations, and events, there was hardly a moment to reflect… until now. Having recently returned from the French Riviera and looking back on a fulfilling week, we are inspired by the excitement for measurement, data-based planning, and opportunities for innovation in the world of advertising. 

The sheer amount of Cannes Lions programming devoted to the future of media and measurement illustrates that advertisers and media companies alike are thinking more creatively about how they measure. This signals a sea change in the world of television advertising and we at Samba TV could not be more excited to meet this moment.

Read on for some highlights from the week in Cannes.

Disney and Samba TV Discuss the Future of TV Measurement

Samba TV CEO and Co-founder Ashwin Navin joined Dana McGraw, Disney’s Advertising Senior Vice President for Audience Modeling and Data Science, for a thoughtful conversation with Campaign US on the future of TV measurement and how our respective companies are reshaping the advertising landscape today.

As Ashwin said to host Alison Weissbrot, “We're here in Cannes actually engaging the marketplace with this vision that we can offer a lot more flexibility to the marketplace today than we've ever been able to. There's been a lot of great innovation, and I think what that portrays is actually a multi-currency future.”

The Female Quotient

The Female Quotient’s Equality Lounge was home to many insightful panels throughout the week, including “The Missed Opportunity for Media Companies: Diverse Women Leading Roles” moderated by Amber Coleman-Mortley, The Female Quotient’s Director of Innovation. I sat down with Sarah Squiers (TelevisaUnivision, Inc.) Danielle Brown (Disney Advertising Sales), and Natalie Monbiot (Hour One) to explore how diverse leadership and more women in the C-Suite positively impacts the media industry and can also benefit a company’s bottom line. 

We discussed how the legacy systems of measuring viewership have also failed to accurately count diverse audiences. Samba TV data has shown diverse viewers are more likely to watch shows that represent them. If media companies and advertisers want to reach a truly diverse audience, they must create content that these groups want to engage with. Not only is this good for business, including engagement as well as a return on ad-spend, but it’s good for the industry as a whole.

I also had the privilege of moderating The Equality Lounge’s panel on “Alternative Currencies and the Women Leading the Charge.” Featuring Kelly Abcarian (NBCUniversal), Radha Subramanyam (CBS), and Rachael Donnelly (Experian Marketing Services), the discussion centered around how cutting-edge technologies are disrupting the television landscape and helping marketers target consumers across every screen and the women who are driving this industry-wide change.

Coming out of that conversation, I am reflecting on the fact that the key industry players leading the charge to update the way we count, measure, and drive accountability are women. It was inspiring to learn more about what drives this group to challenge industry norms and drive meaningful change to publishers and advertisers in 2022 and beyond.

Brand Innovators

Samba TV CEO Ashwin Navin also joined a Brand Innovators panel moderated by Samba TV’s SVP and Head of Communications and Brand Dallas Lawrence. Entitled, “The Future of TV Advertising, Measurement, and a Multi-Currency World Has Arrived”, the conversation was pivotal in highlighting new technologies and approaches to measurement that empower advertisers to more clearly understand the consumer journey across every screen.

Beet TV Interview

Ashwin also stopped by the Beet TV Villa to discuss how recent trends are changing the market. The conversation centered on Samba TV’s currency-grade measurement and lessons from the recent up-fronts, including new ways media can be precisely measured by marketers. 

From Beet.TV’s hillside villa in Cannes, Samba TV’s CEO provided a read-out of the television data landscape and a multi-currency future in the industry. “There’s no reason why industries of different types, clients of different types, marketers who have different needs – top of funnel, lower funnel – why they should all be using one currency,” Navin said. Watch the full interview here.

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