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Advertising Week New York 2023 Recap: Samba TV Talks the Future of Measurement and Targeting
Advertising Week New York was in full swing this year, bringing together the brightest minds across the advertising industry for an immersive four-day experience filled with insightful content, networking opportunities, and engaging events. The conference witnessed an impressive turnout, underscoring the industry's enthusiasm for learning, collaboration, and finding solutions amidst the complexities of today's fragmented media landscape. Marketers were particularly focused on discussions around measurement and targeting, and Samba TV took the lead in shaping important conversations about the future of these crucial aspects. Let’s take a look at some of the week’s highlights:
Samba TV kicks off the week with exclusive integration news that ushers in the next generation of ad measurement and activation
On day one, Samba TV announced its partnership and exclusive integration of Affinity Solutions’ deterministic purchase data to empower brands and advertisers with cross-platform measurement of ROAS and actionable targeting solutions. The partnership leverages Samba TV’s first-party data to provide advertisers and media companies a unified view of the entire consumer journey, from TV to digital to commerce - online or offline. Read more from TV Technology and watch the exclusive Beet TV interview featuring Samba TV CEO Ashwin Navin to learn how the company is filling in the gaps of the path to purchase.
Watch the Interview on Beet TV
Measuring what matters: Unlocking incrementality for business outcomes
Measurement experts from TikTok, Spotify, Affinity Solutions, and the VAB joined Samba TV on stage for an insightful discussion on how to measure key business outcomes across verticals, including how to drive incremental results. Samba TV VP and Head of Agency and Publisher Solutions Kris Magel shared how Samba TV is collaborating with major players in the ecosystem to provide marketers with more robust measurement solutions for understanding tune-in, reach and frequency, digital conversion, retail visitation, box office, and others.
“We worked with the Samba team to expand the measurement capability to include podcasts… and because our podcast universe is such an incremental reach play, we were able to drive in our latest case study 53% tune-ins across just those podcasts.” - Spotify’s Amy Dalsan
Winning the tune-in game: How to drive viewership and audience retention
Samba TV brought together top entertainment marketers from NBA, Reddit, Meta and Mediahub to share strategies for driving viewership across today’s fragmented platforms. Yasmin Mitchell from the NBA emphasized the importance of understanding your different audience segments - from core fans to casual viewers to curious or light viewers - and tailoring campaigns to reach and engage these groups effectively. The in-depth discussion moderated by Samba TV's Head of Industry Christina Park also delved into the impacts of ad-supported models on viewership and how to engage audiences with more interactive ad experiences like QR codes.
The Future of Measurement Executive Interview with Samba TV
Advertising Week Global President Ruth Mortimer sat down with Samba TV CEO Ashwin Navin to talk about the importance of transparency across the ecosystem and how AI is shaping the next evolution of measurement.
“This is a moment when we shouldnt be comfortable with data that is siloed. We shouldn’t be comfortable with a single dataset from one device or one publisher as a source of truth. It’s time to bring a leveled playing field to understand media holistically. Demand it from every one of your media vendors and make sure you are getting the confidence, clarity and transparency that you deserve.” - Samba TV’s Ashwin Navin
Becky Calejo
Director of Marketing & Events
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