Samba TV Expands Partnership to Power the Meaningful Rating Point for Havas Media and US Clients Through Converged Audience Planning Tool
2024年7月8日 - 10:00PM
Samba TV, a leading TV data company, today
announced an expansion of its partnership with Havas Media Network
North America (HMN NA). Samba data now powers the Havas Media
Meaningful Rating Point (MRP) product for cross-platform planning
and measurement, and Samba audience targeting segments are also now
available for US clients in Havas Media Network’s Converged
platform. Converged is Havas Media Network’s industry-leading media
audience planning tool, which was recently announced as the
foundation for Havas’ new Converged Operating System.
Havas Media’s proprietary audience and data
management platform uses Samba’s proprietary automatic content
recognition (ACR) data for both linear and streaming audiences for
optimization across clients in the United States. With this
release, Samba data is also used for Havas Media’s MRP, a unique
product that goes beyond traditional TV ratings and takes into
account qualitative and quantitative audience factors to provide
its video investment team with a more nuanced and holistic view of
the video landscape. Havas Media’s MRP incorporates Nielsen,
Comscore, and Samba’s comprehensive multi-brand Smart TV dataset,
which covers second-by-second show-level viewership and
streaming.
While traditional ratings such as the GRP quantify
reach after viewing has occurred, the MRP, powered by Samba data,
not only provides a real-time analysis of an audience’s reach but
also its engagement. Further, Samba’s integration allows Havas
Media to easily integrate a client’s custom audience segments for
campaign targeting, driving meaningful results for a client’s
specific brands and audience segments. Several hundred standard
Samba audience segments are now accessible in Converged, as well as
customized segments for advertisers that have unique needs. The
audience segments make TV audiences addressable on all screens for
advertisers that want to extend campaign reach from TV to digital,
retarget to extend frequency, outmatch the competition, use
cost-effective methods for TV tentpole campaigns like the Olympics,
and more.
“We’re excited to expand our partnership with Samba
TV and build customized solutions that enable us to perform
advanced analytics and data science where we need it,” said Mike
Bregman, Chief Activation Officer for Havas Media Network North
America. “Through this partnership, we will leverage Samba TV data
in our cloud environment for custom model development,
personalization and activation in a truly meaningful way for
clients in the US. Samba’s granular, real-time data is an ideal
complement to Nielsen and Comscore data that we leverage in the MRP
and across Converged to plan, activate, and measure for campaign
optimization.”
“Havas Media has always been an innovator with data
and we are proud to see what our collaboration with Samba’s TV data
unlocks for advertisers across the US,” said Ashwin Navin, Chief
Executive Officer at Samba TV. “Being independent of any media
platform, our viewership data can be deployed to measure and
optimize digital walled gardens, the open web, as well traditional
media, so Havas Media advertisers can feel confident that they are
getting efficient reach and tools to reduce excess frequency across
platforms.”
About Havas Media
Network Havas Media Network (HMN) is the media experience
agency. Havas Media Network delivers this brand promise through the
Mx System, where meaningful media helps build more meaningful
brands. Havas Media Network is part of the Havas group, owned by
Vivendi, one of the world's largest integrated content, media, and
communications groups. Havas Media Network is home to more than
10,000 specialists across 150 countries worldwide, with 73
Villages. Global clients include Hyundai Kia, Puma, TripAdvisor,
Michelin, Telefónica, Reckitt Benckiser, among many others. For
more information, visit the website or follow Havas Media Network
on Twitter @HavasMedia, LinkedIn @HavasMediaNetwork, Facebook
@HavasMedia or Instagram @havas.
About Samba TVSamba TV has
transformed the TV from a pane of glass on the wall to a window
into the heart of audiences. We are the global leader in television
technology powering real-time insights and audience targeting to
enable unparalleled marketing efficiency and effectiveness. Our
proprietary first-party data from tens of millions of opted-in
televisions, across more than 20 TV brands sold in over one hundred
countries, provides advertisers and media companies a unified view
of the entire consumer journey. Our independent measurement has
future-proofed advertising for the next generation, empowering
advertisers to connect with their audiences on any platform, across
every screen.
Media Contact:Samba
TVpress@samba.tv