Samba TV, the world’s leading TV data and analytics company, today introduced a self-serve platform enabling advertisers to use Samba’s data for discovering and activating TV audiences programmatically.
Interactive demonstrations of Samba’s TV data and the TV Audience Platform are the focus of the company’s exhibit (Aria – CS10) at this year’s CES trade show.
Samba’s TV Audience Platform significantly enhances the ability to granularly target TV advertising, making it possible for marketers to plan and execute cross-screen campaigns built on a precise understanding of linear TV audiences.
Platform users can access Audience Discovery, Samba’s proprietary planning analysis, allowing them to identify those TV shows and networks that best appeal to the type of audience they are trying to reach. The analysis, which goes beyond age and gender demography, helps marketers construct plans built on precise television audience segmentation. The Audience Platform also enables addressability through Audience Manager; a feature that allows marketers to easily put the results of Audience Discovery into action with instant segment generation and rapid syndication to any Demand Side Platform (DSP) for programmatic activation.
“Reach and frequency are KPIs at the center of every TV ad campaign; however, shrinking audiences, the proliferation of streaming video, and the availability of DVRs in most TV households has enabled the irreversible erosion of linear TV reach,” says Ashwin Navin, CEO and Co-Founder of Samba TV. “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.”
“Samba TV's Audience Discovery tool helped us better understand the video consumption of our consumers, holistically plan our media buys and activate cross-channel video campaigns that are optimizing our frequency and maximizing our reach against our different audiences,” says Emmanuel Marques, Vice-President Customer Engagement for Walt Disney Parks & Resorts
Samba TV’s self-serve software provides marketers with several key advantages, including direct access to high quality TV audience data, transparency and full control for creation of unique strategies and the flexibility to activate audiences on the DSP or tech platform of the user’s choice.
Samba maintains the largest TV data footprint with the broadest representation in the industry. The company has proprietary video ACR technology integrated at the chipset level across 12 Smart TV brands capturing data from millions of households globally. Samba TV’s audience and analytics solutions combine TV viewership behaviors with a high-fidelity device map, location-based analysis, online behaviors and household attributes enabling advertisers to gain a more complete and holistic understanding of both linear and non-linear viewing and reach audiences more effectively and efficiently.
New and existing clients can schedule a TV Audience Platform demo by visiting https://platform.Samba.TV.
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