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The State of Viewership

Corey Rice
Content Marketing Strategist

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Recap of Samba TV at CES 2018

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Author
Corey Rice
Content Marketing Strategist
Jan 16, 2018
3
MINUTES 
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CES plays an central role in Samba TV’s origin story, dating back to our first year participating in 2009 and then in 2012 when Samba (then called Flingo) caught the attention of Mark Cuban on the CES floor. Cuban was wowed by the technology’s potential and ultimately became an early Samba TV investor. Fast-forward to CES 2018 – Samba TV was honored to kick-off the C-Space Storytellers segment, and share the stage with the likes of Google, IBM, Facebook, Spotify, Disney, Oath and more. We also unveiled our biggest product reveal yet!

C-Space Storytellers

Samba TV Co-founder and CEO Ashwin Navin opened the C-Space segments with an overview of focus points for this year’s Storytellers discussion: Machine Learning and AI, Original Programming, and Data/Analytics Transparency. Check out the full video here featuring Ashwin’s introduction, along with the discussion between Neil Patrick Harris and Cody Willard.

CES 2018 proved the future of media and advertising is unfolding quicker than ever, while brands, agencies and broadcasters are scrambling to better-understand what’s happening with TV viewers: decades-old measurement and buying tools are rapidly becoming incomplete; the paradigm of original content has completely shifted (Netflix will spend nearly $8B on original content in 2018); the personalization of ads and content is replacing a one-size-fits all model.

Samba TV Reveal – Audience Platform

We’ve heard our clients, partners and industry leaders loud and clear – and this year Samba’s big reveal was our TV Audience Platform: a simple and intuitive interface that puts the power of Samba TV’s industry-leading viewership data in your hands. Discover where your audiences are on television, including broadcast, cable, OTT, streaming and even video games. Then target those audiences across all screens programmatically by activating Samba’s TV viewership segments in your DSP.

We believe the best approach to data-based buying is abundance of choice, transparency and options, which is exactly what we’ve built into Audience Platform.

“Without using precise TV data to complete the picture of today’s modern viewer, marketers are facing a ‘viewer insights gap.’ More than 400 of the world’s largest advertisers have turned to Samba’s leading Sync & Retarget solution to connect with these ‘Unreachables’ and now, with the launch of the Samba TV Audience Platform, we have made TV audiences even more accessible to marketers than ever before.”

– Ashwin Navin, Samba TV Co-founder and CEO

TV Data Interaction (“The Wall”)

In addition to the launch of Audience Platform, Samba TV’s booth at CES was focused on TV data interaction represented in our Data Wall where visitors were able to interact with Samba’s viewership data through three lenses:

1) Audience Discovery  – Uncover the top networks and programs for a custom audience target such as SUV intenders. Use Audience Discovery to inform Upfront planning, partner negotiations and content identification.

2) Audience Amplification  – Activate programmatic Samba TV data segments via your DSP of choice and understand HH-level audience attributes. Leverage more than 2,800 attributes based on our core TV viewership data set.

3) Proprietary visual ACR technology that powers Samba’s Audience Platform. We’re capturing second-by-second viewership data from 13.5MM opt-in US households which feeds into the largest TV data capture footprint in the industry, owned and controlled by Samba TV.

Thank you to everyone who joined us at CES 2018 and we look forward to seeing you again in 2019!

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