Kantar Millward Brown, Samba TV To Launch TV Measurement Effort
- by Wayne Friedman , May 31, 2017
The effort will give marketers that buy TV the same precision ROI data they get from digital media measurement.
The partnership will link up Kantar Millward Brown’s Ignite panel, which includes 8 million PC users and 3 million mobile users, with Samba TV’s 13.5 million smart TV and connected device households.
The deal will offer marketers exposure data at a TV set level linking it with claimed exposure at the individual level, “creating a unique and much more rigorous standard for measurement of TV ad exposure than previously available.”
It will also look to answer various questions, such as which elements of the TV ad campaign are most successful; how does the campaign benchmark against the industry; and how can optimizations be made in market to improve campaign effectiveness.
The Kantar/Samba deal adds to the list of other new third-party efforts that propose to find new TV measurements/metrics for marketers.
Interesting, Wayne. For some time I've been pondering ways that would allow a "Big Data" set usage rating operation to cope with the huge problem of generating useful viewer ratings among product buyers/users. I now believe that this can be done---with some limitations---not only for ad impact/ROI studies such as are indicated in this piece, but also for ongoing audience studies as well.