Ask a Samba TV Expert: Introducing Samba TV’s On-Demand Analytics Dashboard for Omniscreen Measurement

WITH CHRIS SQUIRE, SVP AND HEAD OF DATA PRODUCTS AT SAMBA TV

This week, Samba TV announced the completion of our Analytics Dashboard beta program and its adoption by several Fortune 500 customers.

The dashboard’s full analytics suite for campaign reporting and forecasting provides leading advertisers the industry’s most accurate TV data, allowing them to optimize campaigns and maximize ROI across TV, Connected TV (CTV), and digital advertising.

I sat down with Samba TV SVP and Head of Data Products Chris Squire to hear a bit more about the Analytics Dashboard and its benefits for advertisers and brands leveraging omniscreen tactics.

What is the Analytics Dashboard?

So many advertisers today operate across a variety of channels, but are forced to deal with piecemeal data insights. The Analytics Dashboard helps these advertisers by providing omniscreen measurement around the clock and always at their fingertips to better optimize campaigns and maximize ROI across linear TV, CTV, and digital media. With an easy-to-use interface, the dashboard offers advertisers the opportunity to use it as a standalone visualization tool or directly download and incorporate within in-house analytics or data platforms. The Analytics Dashboard offers three main interfaces: Reach & Frequency, Online Conversions, and Tune-in Conversions.

What can you tell us about the beta program?

Following a beta program that began in July 2020 across select customers, the Samba Analytics Dashboard is now being leveraged by leading Fortune 500 clients in categories like entertainment, CPG, and e-commerce, among others.

What data is being captured by the Analytics Dashboard?

This best-in-class Analytics Dashboard offers advertisers 24/7 access to Samba TV’s omniscreen data, which is sourced from 20 Smart TV brands, the most in the industry. Advertisers and brands utilize the Analytics Dashboard to interact with and understand campaigns at a granular level, including:

• What digital devices are being reached and how to optimize media (CTV, linear TV, PC, tablet, and mobile)
• Demographic insights (gender, ethnicity, income, and age)
• Level of TV exposure (heavy, medium, and light TV viewers)

Tell me a little more about Reach & Frequency, Online Conversions, and Tune-in Conversions.

The Reach & Frequency Dashboard of the Analytics Dashboard measures reach and frequency of advertisements by platform, TV network, digital publisher, and demographics. The innovative dashboard even includes monitoring and analysis of the overlap that ads may see between TV and digital.

With the Online Conversions Dashboard of the Analytics Dashboard, advertisers can monitor and adjust omniscreen campaigns based on the real-world actions their consumers take. The Online Conversions Dashboard measures granular insights on audiences exposed to a media campaign that subsequently perform an online action (visiting a website, purchases, etc.).

In this crowded entertainment landscape, it can be difficult to draw in eyeballs and understand how viewers engage with content. With the Tune-in Conversions Dashboard of the Analytics Dashboard, publishers can access analyses on how ad exposure drives audiences to watch a TV program and which tactics are most effective.