• by Wayne Friedman , March 6, 2019

TV marketing executives can now get attribution data for program promo tune-in advertising on YouTube -- as well as any digital media served on Google ad platforms. It's by way of a new data integration deal with TV measurement company Samba TV.

Executives placing TV program promos on YouTube can access tune-in campaign results directly in the Google Marketing Platform -- to improve optimization of media buys based on Samba TV’s insights.

Samba has been running 12-month beta test across 40 TV program ad campaigns for 14 clients.

Turner is one client. Marie Hughes, senior vice president, strategic media planning for Turner Media Group, stated the effort “validates” media investment across the Google ecosystem.

In one case study, Samba claims the cost per tune-in ad on the YouTube masthead was 20% lower than the campaign’s average -- with tune-in rates of the TV programs increasing by 40%. The latter was obtained when abiding by TV programmers’ frequency benchmarks.

Samba didn’t go into specifics about what TV network and/or program was involved in the study.

Samba TV’s methodology comes from 20 million opt-in smart TV households worldwide.