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Teamwork has become a dominant theme these days: a very good thing when companies with complimentary strengths join forces to pack an even bigger market wallop.

Now comes news that Kantar Millward Brown (KMB) has partnered with Samba TV to launch the largest and most precise single-source measurement solution for television advertising effectiveness.

“The partnership combines Samba’s TV dataset, one of the industry’s broadest and most representative, with KMB’s Ignite Network, a leading brand marketing analytics platform, to provide marketers the same level of precision and granularity in TV effectiveness measurement that they are accustomed to from digital measurement,” reads the official announcement emailed to MAW.

The joint initiative matches KMB’s “Ignite” panel, which takes in 8 million PC users and 3 million mobile users, with Samba TV’s 13.5 million smart TV and connected device households. The result? A single-source verified passive measurement of TV advertising.

“The integration of Kantar Millward Brown and Samba TV data assets makes it possible to track exposure data at a TV set level and links it with claimed exposure at the individual level, creating a unique and much more rigorous standard for measurement of TV ad exposure than previously available,” according to the companies.

Brand Lift Insights for TV, powered by Samba TV, helps advertisers answer key questions, like “Which elements of the TV ad campaign are most successful?” and “How can optimizations be made in market to improve campaign effectiveness?”

In addition, marketers can fuel media and creative planning decisions with insight into which networks, programs, and dayparts are the most successful in accomplishing the brand’s objectives.

“Our clients have been clamoring for verified passive data in linear television ad effectiveness measurement for quite some time. We’re thrilled to partner with Samba to address this need and bring to market a solution that is precise, scalable, and privacy compliant,” said Marc Ryan, the Chief Product & Innovation Officer for Media & Digital at Kantar Millward Brown. “Through partnership with Samba TV, the most comprehensive source of real-time viewership data, we’re bringing clients the high level of insight and accuracy they’ve come to expect from digital ad effectiveness to television measurement.”

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