Samba TV and Havas Media Group (HMG) North America announced a game-changing partnership that integrates Samba TV’s industry-leading over-the-top (OTT) and linear television viewing data into Converged, HMG’s proprietary audience and data management platform. With this partnership, HMG North America became the first major agency holding company to fully integrate Samba TV’s comprehensive television and gaming viewership data.
Why This Partnership Matters:
Samba’s TV viewership insights, sourced from more than 24 television manufacturers, create a highly representative viewership data set and will provide HMG clients with granular insights into the household viewing behaviors of their customers to guide future media buying strategies.
The partnership adds Samba TV’s rich layer of viewership behaviors to other data sources already integrated into Converged. These viewership behaviors, including purchase behavior and other advertiser first-party data sources, allows HMG teams to create more sophisticated customer viewing insights for its media clients. This important dataset inclusion enables HMG to further develop its innovative technology and data stack and provide unique solutions to clients, while also helping to improve the way the agency drives brand results across planning, activation, and measurement.
The partnership follows a recent report from the independent research firm Frost & Sullivan which determined Samba TV to be the leading provider of television data capabilities.
What The Experts Are Saying:
Havas Media Group North America Chief Data Officer Mike Bregman:
"Samba TV’s direct relationship with the consumer and the accuracy of their data – which we have found to be the most representative TV data set in the U.S. – will provide our clients with powerful new tools and insights needed to find difficult to reach audiences and identify, target, and engage consumers today across every screen. Modern media is about more than just Reach and Frequency – our approach prioritizes identifying the right environment based on the ability to foster meaningful connections with viewers. This partnership allows us to understand how consumers spend time across screens and the ability to analyze the unique value media has for each one of our clients.”
Samba TV’s Head of Agency and Publisher Solutions Kris Magel:
“Havas Media is on the leading edge of Audience Insights with their Converged platform. With the integration of Samba’s TV data, Havas will understand the linear and streaming TV viewing behaviors of their clients’ most valuable customer prospects as opposed to legacy age and gender proxies, rendering their media and investment strategies far more business-focused and effective.”
Frost & Sullivan Senior Consultant Robert Cavin:
“With companies in this market all having large datasets, Frost & Sullivan believes that partner diversity and measurement capabilities truly separates top providers. Across 25 key attributes assessed for the 2022 Frost Radar™: Television Viewership Data, no other company in the market today provides the range of partnerships and breadth of capabilities as Samba TV.”
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