CES 2024 Recap : Samba TV Goes All In

CES, the show that kicks off every year with the most innovative and advanced technology has wrapped. Many entrepreneurs know CES is where you have a unique global stage to demonstrate the most cutting-edge tech innovations and, fun fact, it’s where our founders first met some of our biggest backers doing just that. Twelve years later, Samba TV is still creating that same big splash impact as we continue to lead with first-to-market solutions. CES chose the theme of "All On" this year and we spent the week going all in showcasing our technology and unpacking several big announcements with our customers and partners from our suite at the Aria. Let’s dig into some of the week’s highlights.

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Snap and TikTok : Two Titans Select Samba TV for Outcomes Measurement

As CES was getting underway, we were excited to announce that not one, but two social titans - Snap and TikTok, selected Samba TV as their exclusive and preferred partner to provide outcome measurement to advertisers in the entertainment vertical. As a result of these partnerships, media and entertainment brands advertising on Snapchat and TikTok can measure conversion outcomes using Samba TV’s view-through rate (VTR) solution to gain a clear understanding of how their campaigns drive new viewers to linear and streaming programs, while also measuring lift across their media strategies. These two platforms both boast huge Gen Z audiences and, with 76% of this hard-to-reach audience using social to discover what to watch, this is key for publishers.

“It’s crucial we have accurate and holistic measurement of the impact of advertising on tune-ins for our brands. By leveraging Samba TV’s television and streaming measurement capabilities, our advertisers can better optimize their tune-in campaigns.” - Snap Head of Marketing Science Christopher Plambeck

Read more in our News Center.

All On? More like All AI

Some of the most talked about tech at this year’s CES had one thing in common: AI. For the last several years, Samba TV has debuted a new AI-based innovation to make a splash in our industry all powered by Samba AI™, a suite of generative AI and machine learning (ML) technologies available worldwide. This year, we raised the bar again with a solution that enables brands to accurately and quickly measure the impact of exposure across linear and streaming sports, scripted and reality programs, video games, and more. Together with early adoptee Lenovo, we shared enlightening results from how our generative AI solution helped the brand gain insights from its Formula 1® sponsorship. 

“To take that knowledge and further extend that into targeting, to be able to follow up with brand lift studies and some of the other things that we’re talking about with the Samba team, that’s super interesting to us. It allows us to not only measure that overall exposure but then action it as well.” - Executive Director of Lenovo’s Global Media Center of Excellence Rick Corteville

Check out more via this Adweek feature. 

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Samba TV Makes Waves as the Measurement Partner to Power Them All

Samba TV and HyphaMetrics made waves by unveiling a groundbreaking partnership to provide granularity at scale to brands, agencies, publishers, and currency providers with insights, planning, and measurement at the household and person level. The collaboration combines Samba TV's extensive big TV data with HyphaMetrics' person-level panel data to measure all content across all devices, including difficult to measure behaviors like person-level and co-viewing of linear and streaming TV, multichannel video programming distributors (MVPD), user-generated content (UGC), broadcast-only households, video games, and more. Or, in the words of VAB President and CEO Sean Cunningham:

“This unique partnership between Samba TV and HyphaMetrics is a significant step in the urgent drive for real measurement reinvention across the video industry. This innovative dataset offering should prove to be a crucial accelerator, one that is capable of turning today’s ambitions for best comprehensive measurement solutions into an achieved reality for 2024.” 

Read more via this AdAge feature  or watch this video of Samba TV Co-founder and CEO Ashwin Navin discussing the partnership on Beet TV.

These announcements were just the tip of the iceberg for what Samba TV has up our sleeve for 2024. If you missed us at CES and are interested in these partnerships and how they could work for you, drop us a line. 

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