Samba TV Offers Guaranteed 'Incremental' Video Reach Currency
- by Wayne Friedman , February 24, 2022
TV measurement firm Samba TV is launching what it says is the first advertising currency to offer guaranteed “incremental” reach for TV and video marketers.
The performance-based metric, called iCPM metric, is where “marketers only pay for ad impressions served within households previously unexposed to their linear TV campaigns.”
Samba says Empower, the Cincinnati-based media agency, has been using the iCPM product in a test for its client, Wendy’s.
Samba has been testing iCPM for multiple months with a number of major companies. In the fourth quarter, 11 marketing partners on average witnessed an a 29% increase in reach beyond their linear TV campaigns.
Finding extended video reach has been a key goal for linear TV marketers as linear TV viewership has declined over many years.
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Samba says the iCPM metric is designed to help advertisers discover and reach “increasingly difficult to engage audiences across linear, streaming, online, and mobile video.”
In an analysis of 24 billion hours of linear and streaming television viewing, Samba says its data found that 97% of all linear TV ads in the fourth quarter reached only 55% TV-video viewers.
The new measure is designed to address linear TV “saturation” to extend the reach of where TV-video viewers are.
Wayne, a household is considered "reached" if any one---and often only one--- person was "watching"---but who is that person and did he or she actually watch the commercial? How are these questions answered I wonder? Also, the finding that 97% of all "linear TV" ads reached only 55% of TV-video viewers is rather hard to accept. For one thing aren't we talking about ACR sets---not viewers. But more to the point, if both percentages are for the same base---let's assume that it's linear TV using sets----then this degree of concentration does not jibe with anything we've seen in the past---or recently. If, however, the base for "TV -video viewers" includes those sets that do not display "linear TV" content that changes the relationships somewhat.
The problem with all of this is the assumption that smartset activity equates with individual viewing activity---it does about half the time and it doesn't about half the time---and that set usage tells you about commercial viewing---it does so only a third of the time.