Snap Inc. has formed a strategic partnership with Samba TV, a leader in TV technology and audience data, to enhance measurement capabilities for advertisers on Snapchat, particularly in the entertainment industry.
This collaboration enables entertainment marketers to utilize Samba TV’s advanced measurement tools to understand the effectiveness of their Snapchat campaigns in driving viewership conversions.
As the only measurement company with a global footprint encompassing major walled gardens, over 200 U.S. national networks, local networks in more than 100 U.S. DMAs, and over 400 digital publishers, Samba TV offers a comprehensive view of audience engagement. This wide-ranging coverage positions Samba TV uniquely to provide valuable insights for Snapchat advertisers.
Ashwin Navin, CEO and Co-Founder at Samba TV said “As a world-renowned social platform with a devoted audience, Snapchat is a powerful medium for promoting new entertainment options and brands in general. Our measurement reveals the best practices for how to leverage Snap for discoverability and brand engagement with a unique demographic accessible on the platform. With over three quarters of Gen Z and millennials discovering new shows and movies from these platforms alone, Snapchat has emerged as an essential partner in marketers’ overall media strategy.”.
Through this partnership, media and entertainment brands advertising on Snapchat can leverage Samba TV’s currency-grade VTR (View Through Rate) solution. This tool will allow advertisers to accurately gauge how their campaigns are funneling new viewers to both linear and streaming programs, and to measure the lift across their media strategies.
Christopher Plambeck, Vice President, Marketing Science at Snap said “Companies around the world are tapping into the unique audience and value of Snap as an advertising channel for media and entertainment brands. Therefore, 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 to more fully understand campaign impact and ROAS.”.
Snapchat advertisers can also utilize Samba TV’s data for more holistic and informed decision-making. This data-driven approach enables advertisers to optimize their spending on the social media platform, ensuring more efficient and effective campaign strategies.
This strategic partnership reflects a significant step for Snap Inc. in enhancing its value proposition for advertisers, especially in the entertainment sector. By providing access to Samba TV’s extensive measurement capabilities, Snap Inc. is empowering advertisers with deeper insights, leading to more targeted and successful advertising initiatives on the platform.
