Samba TV, a measurement company that originally provides
insights into TV viewing behaviours, has partnered with Snapchat in the domain
of advertising. As a result, Snapchat will be providing its ad partners with greater
insight into the effects of their ad campaigns.
Samba TV will provide “outcome measurement to Snap advertisers in the entertainment vertical,” says Snapchat. Samba TV’s global footprint includes coverage for more than 200 national networks in the U.S., local networks in more than 100 U.S. DMAs, and over 400 digital publishers.
More precisely, Samba TV will be providing data on
viewership using connection via 48 million smart TV devices. The viewership
covers free-to-air, cable, and streaming TV content. Using Samba TV’s
currency-grade VTR solution, advertisers on Snapchat will be able to measure conversion
outcomes that would help them gain a better understanding of how well their
campaigns are performing.
Specifically, advertisers can observe the influence of their
campaigns on new viewers that are driven to linear and streaming programs. Ultimately,
the insights can also facilitate advertisers in directing them to developing more
holistic strategies that can improve their spending on Snapchat.
On a whole, the initiative could help Snapchat to offer more specific response data. Ad partners on Snapchat will soon be able to access the insights from the new Samba TV partnership.