Advanced Television

Samba TV data for HMG North America

October 26, 2022

Havas Media Group (HMG) North America and Samba TV are partnering to integrate Samba TV’s OTT and linear television viewing data into Converged, HMG’s proprietary audience and data management platform. With this partnership, HMG North America will become the first major agency holding company to fully integrate Samba TV’s TV and gaming viewership data.

Samba TV’s viewership insights are sourced from more than 24 diverse television manufacturers, creating a representative viewership data set that will provide HMG clients with granular insights into the household viewing behaviours of their customers to guide future media buying strategies.

“Samba TV’s direct relationship with the consumer and the accuracy of their data – which we have found to be the most representative TV data set in the US – will provide our clients with powerful new tools and insights needed to find difficult to reach audiences and engage consumers today across every screen,” said Mike Bregman, Havas Media Group North America Chief Data Officer. “Modern media is about more than just reach and frequency – our approach prioritises identifying the right environment based on the ability to foster meaningful connections with viewers. This partnership allows us to understand how consumers spend time across screens and the ability to analyse the unique value media has for each one of our clients.”

“Havas Media is on the leading edge of Audience Insights with their Converged platform. With the integration of Samba’s TV data, Havas will understand the linear and streaming TV viewing behaviours of their clients’ most valuable customer prospects as opposed to legacy age and gender proxies, rendering their media and investment strategies far more business-focused and effective,” said Kris Magel, Head of Agency and Publisher Solutions at Samba TV.

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