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.
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.