“Disney has evaluated a lot of different partners, and we worked together to create a methodology that reflects what currency needs to represent now.”Īlso during the Tech Showcase, Disney EVP of Client Solutions and Addressable Enablement for Disney Ad Sales, Lisa Valentino, elaborated further on the partnership: And it brings measurement up to the level of innovation that we’ve seen in the consumer experience,” Navin explains. “The important thing about this announcement is that it reflects how Disney presents video to consumers across all the screens. However, with Samba TV’s True Reach and Frequency, Disney advertisers will be able to better optimize their campaigns to avoid oversaturation and reach unexposed viewers across devices.Īnd with around 40% of Disney's TV advertising supply now streaming, a number that’s only increasing, real-time streaming data like Samba TV provides will help secure the best outcomes for Disney advertisers, as well as agencies and holding companies accessing Disney inventory. “We’re watching TV on all devices throughout the day, and that flexibility we offer consumers needs to be reflected in the measurement.”ĭeduplicated reach has traditionally been difficult to achieve with viewership increasingly splintered across devices – from the living room TV to laptops, tablets, and smartphones. “We’re no longer measuring video on one screen in prime time, because that’s not how we watch TV anymore,” Navin shares. To avoid this, advertisers must rethink their measurement solutions and tap into the benefits of first-party data – like that provided by Samba TV’s True Reach and Frequency platform. linear ad impressions in Q4 were served to the same 55% of audiences – a frustrating experience for viewers and a costly problem for advertisers. As our most recent State of Viewership Report found, 97% of U.S. This partnership comes at a turning point for TV measurement as more and more viewers cut the cord and reaching the right audience becomes increasingly complex. “When clients come to Disney in the upfront cycle… they know that Disney not only brings unparalleled quality, but also tremendous scale that can be accurately measured by partners like Samba.” - Ashwin Navin Samba TV CEO Ashwin Navin sat down with Rob Williams of Beet TV to discuss the news and what it means for Samba and Disney to work together on this new endeavor. It’s a solution we will continue to use to measure the true impact of our campaigns,” offered Angela Zepeda, Chief Marketing Officer, Hyundai Motor America. This new tool does a terrific job ensuring we’re connecting with every customer we can. “Given how much the television landscape has shifted, as part of our marketing efforts, we want to make sure we’re reaching cord cutters in our buys. The True Reach & Frequency capability gave the automaker a look into the incremental and de-duplicated reach across the entire Disney ecosystem. ![]() With major shifts in viewership occurring in the television landscape, this capability empowers advertisers across all categories to transact against true reach and impact across all Disney platforms, while enabling real-time omni-screen optimization.ĭuring the Tech Showcase, Hyundai lauded the expansion of this multi-year relationship between Samba TV and Disney. This week, Disney announced during its annual Tech Showcase that Samba TV and Disney would be expanding our multi-year relationship to bring Samba’s True Reach and Frequency (TRF) measurement to agencies and holding companies accessing Disney inventory.
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