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Samba interactive tv collection2/3/2024 ![]() Media buyers face two big challenges when it comes to the over-the-top (OTT) media market: measurement and inventory transparency. (The variety of manufactures helps Samba TV to better understand the full diversity and scale of the audience.) And on the hardware front, Samsung, Vizio, and LG also all have their own first-party data-but only for their specific TVs. On the advertising side, there’s competition from companies like Roku and Amazon, which have content recommendation engines of their own. On the measurement side, it competes with Nielsen along with smaller competitors like TVision Insights. Samba TV is by no means the only player on the market, but who it competes with depends on which part of the business you’re looking at. “And how you have a pandemic that’s going to force the transformation even faster.” “You have all of these conditions that were ripe for transformation this year,” Rozen said. According to Doug Rozen, chief media officer for 360i, the next few months will be “defining months” for OTT, especially as live programing such as sports is put on hold and viewers go scouring for other types of entertainment. Several other agencies also said they’re going to be watching OTT closely as the pandemic plays out and people are stuck at home with very little else to do. "Some of the sampling at the buffet can turn into the preferred dinner if you know what I mean. “What’s interesting to me is if this period of disruption goes on for more than a couple of weeks, then that really gives consumers the change to establish new patterns and behaviors,” said Gartner analyst Eric Schmidt. And just Wednesday, total time spend watching TV across those 190 channels was up 71% year-over-year. While news viewing is up across the board, Samba also saw an increased use of streaming platforms like Amazon Prime and Netflix with 41% increased week-over-week. Daytime viewing is also up for all cable news networks with nearly every network seeing three times the total minutes watched compared to the same week in 2019. The number of households watching daytime programming also increased 21% week-over-week-a 6.6 million household increase totaling 38.7 million. Just last week, Samba data from 190 TV networks found that the minutes of daytime viewing were up 16% week-over-week and 62% year-over-year. “I’m always surprised that people still don’t know this is a capability,” said Michael Bassik, CEO of Assembly, a client of Samba TV.Ī recent analysis by Samba TV found that social-distancing consumers are spending extra hours at home in front of their TV. However, some say the challenge for Samba and everyone else will be how to stand out in a crowded and confusing market, which often leads media buyers to become paralyzed by the options. It also has a unique data offering, agency execs say, which also helps with not just confirming delivery of an ad but also tracking what people are watching and when. That’s partially because while some competitors are device-specific, Samba’s scale crosses many different types of televisions. (And with the Olympics and other sports leagues postponed by the coronavirus crisis, marketers are working with Samba to understand how to shift spend based on what would-be audiences are watching instead.)Ĭompanies like Samba TV are going to capitalize on the viewership changes. For marketers, it’s a way of targeting and measuring advertising across TVs and other screens-something that’s especially needed as eyeballs shift from traditional linear to streaming. For media companies, Samba lets them track exactly what viewers are watching-and who that audience is-at a second-by-second rate using ACR technology so they can better understand viewing habits. Each day for the past three months, more than 27,000 new TVs across 20 manufacturers with Samba's chip are connected to the internet, bringing the total connected TVs with Samba’s technology to more than 28 million globally -up from 15 million in 2018.įor consumers who buy TVs with Samba TV's technology, it’s a show-discovery platform that recommends programs based on their previous choices. ![]() Many of these new TVs have Samba’s hardware and software installed. ![]() Only 16% of households had a smart TV in 2017 and just 37.2% did in 2018, according to the research firm eMarketer. Today, Navin's vision has been proven out. Nearly 9 in 10 consumers now have access to a connected TV, according to new research by the ad verification firm Integral Ads Science. Going forward that data will be even more valuable as advertisers want to learn what is happening with Viewership patterns and how they can be most efficient in their spends.” "When I saw them what caught my eye was their ability to capture data from what I saw as the future of home entertainment, steaming enabled TVs. "I love what the company is doing,” Cuban told Forbes in an email.
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