Snap partners with Samba TV for audience measurement in entertainment advertising

Article Brief: 

Samba TV has been designated by Snap as a preferred measurement partner for the purpose of enabling entertainment marketers to more effectively monitor viewership conversions resulting from Snapchat campaigns, as stated in a press release.

Media and entertainment brands have the opportunity to leverage Samba's TV currency-grade Verified Tune-in Rate (VTR) solution to measure conversion outcomes, gain insights, and enhance the success of Snapchat campaigns in attracting new viewers to linear and streaming programs. This reflects Snap's continued commitment to appealing to advertisers and comes at a time when marketers are looking for more detailed TV measurement insights in the midst of cord-cutting while also focusing on engaging with the influential Gen Z and millennial demographics.

Article Insight:

Snap continues to enhance its appeal to advertisers with the new partnership with Samba TV. This move is aimed at demonstrating Snap's effectiveness to entertainment industry professionals who use Snapchat to promote TV programs. The collaboration aims to provide advertisers with insights into the viewing habits of the younger demographic, as well as optimize their social media marketing efforts.

Samba TV co-founder and CEO Ashwin Navin stated that Snapchat has become a crucial part of marketers' media strategy, with a significant number of Gen Z and millennials discovering new shows and movies through the platform. Media and entertainment advertisers on Snapchat will now have access to Samba TV's VTR solution, allowing them to better understand the impact of their campaigns in driving viewers to both traditional and streaming platforms. Additionally, the company's global measurement footprint covers over 200 national networks in the U.S., over 400 digital publishers, and all major walled gardens. This will enable advertisers to make informed decisions and optimize their spending on the platform.

Samba TV partnership could give Snap a more comprehensive view that could help solidify its position in media strategies. Recent initiatives, like the Creator Collab Campaigns and the “Phantom House” series, demonstrate the platform's desire to become a must-have for brands. In the third quarter of 2023, Snap saw a 5% YoY revenue increase to $1.19 billion and a 12% YoY boost in daily active users, reaching 406 million. Its AI chatbot, My AI, has seen significant usage, with over 200 million people sending over 20 billion messages. Despite initial concerns, the chatbot has become a valuable feature. Partnering with Microsoft Advertising, Snap has also begun exploring sponsored links in My AI responses, creating another potential revenue stream. This positive revenue growth in Q3 comes after a period of declines earlier in the year, including its first-ever quarterly revenue fall in Q1.