- Snap has named data and measurement provider Samba TV as a preferred measurement partner to allow entertainment marketers to higher track viewership conversions generated by Snapchat campaigns, according to a press release.
- Media and entertainment brands can use Samba’s TV currency-grade Verified Tune-in Rate (VTR) solution to measure conversion outcomes and higher understand and optimize the success of Snapchat campaigns in driving recent viewers to linear and streaming programs.
- The move signals Snap’s ongoing efforts to up its pitch to advertisers and arrives as marketers seek more granular TV measurement insights in an era marked by cord-cutting while also prioritizing connections with the important thing Gen Z and millennial demographics.
Snap is continuous its efforts to shore up stronger advertiser potential through its recent partnership with Samba TV, a move that might help the social giant prove its capabilities to those in the entertainment vertical who’re using Snapchat in hopes of driving attention to various varieties of TV programming. More specifically, the tie-up could help advertisers higher understand the viewing preferences of the increasingly precious younger generation while also maximizing their social investments.
“With over three quarters of Gen Z and millennials discovering recent shows and flicks from these platforms alone, Snapchat has emerged as an important partner in marketers’ overall media strategy,” said Samba TV co-founder and CEO Ashwin Navin in release details.
Media and entertainment advertisers on Snapchat will have the opportunity to gain a greater understanding of how effective their campaigns are in driving recent viewers to each linear and streaming platforms using Samba TV’s VTR solution, while also utilizing the corporate’s data to inform decisions around how to optimize their spending on the platform. Samba TV has a worldwide measurement footprint that features coverage of over 200 national networks in the U.S., over 400 digital publishers and coverage for all the most important walled gardens, per announcement details.
Finding a partner in Samba TV could help Snap provide a more holistic view to brands and shore up a stronger position as vital inside media strategies, a standing it has been pining for, as evidenced through recent moves just like the launch of Creator Collab Campaigns, meant to make it easier for brands to work with the platform’s creator community and the creation of the “Phantom House” immersive Halloween content series, which it billed on the time as a premium opportunity for brands.
Snap reported a 5% year-over-year (YoY) revenue boost to $1.19 billion in the third quarter of 2023 together with a 12% YoY boost in each day lively users for a complete of 406 million, per an earnings statement. It moreover reported that since launching its AI chatbot, My AI, over 200 million people have sent over 20 billion messages, though the chatbot was initially met with its fair proportion of concerns. In September, the corporate teamed with Microsoft Advertising to begin exploring sponsored links in relevant My AI responses in the app, shoring up one other potential avenue for revenue gains. The positive revenue growth in Q3 for Snap followed a stretch of declines earlier in the 12 months, including its first-ever quarterly revenue fall in Q1.
Read the total article here
