Advanced Television

SambaTV, Lucid linear TV ad measurement partnership

August 19, 2021

Samba TV, a global provider of omniscreen advertising and analytics, has partnered with Lucid, a programmatic research technology platform, to provide brands and agencies increased insight into advertising effectiveness across devices.

Leveraging Samba TV’s identity resolution solutions and proprietary identifier, SambaID, Lucid customers can accurately assess their brand lift and ad performance with TV data by surveying mobile and desktop users for feedback about ads they’ve seen on their TVs.

“By using Samba TV to extend our brand measurement to TV, we can truly assess and optimise campaigns holistically,” said Cathal Rooney-Cespedes, performance marketing and analytics at Digitas. “Integrating TV into our brand measurement not only allowed us to understand its impact in a clear way, but also the interplay between TV and digital media within a singular customer journey – ultimately allowing us to surface new insights and maximise the impact of our media.”

“The deprecation of digital identifiers has shaken the digital advertising industry to its core and has impacted many brands’ approach to advertising measurement,” said Chris Squire, SVP and head of data products at Samba TV. “Our partnership with Lucid offers global brands a solution by utilising Samba TV’s extensive first-party data and proprietary identity resolution solutions and SambaID to accurately and quickly gauge ad effectiveness.”

The partnership is powered by Samba TV’s privacy-compliant and neutral first-party data and proprietary identity solution, SambaID. Leveraging Samba TV’s technology, integrated at the chipset level across 24 Smart TV brands globally, content that appears on the TV screen is identified, including TV shows, commercials, movies, and video games. Lucid measurement technology uses a survey-based approach to gather insights from people who have been exposed to an advertising campaign. These results help marketers understand how exposure to an ad impacts attitudes and opinions about a brand across platforms.

“Partnering with Samba TV offers our customers a cross-device view into the effectiveness of their marketing campaigns,” said Bridget Bidlack, SVP of product at Lucid. “The combination of Lucid’s industry-leading scale and measurement capabilities with Samba TV’s comprehensive first-party data set and identity solution is a must-have for any brand serious about optimising ROI.”

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