Fragmentation has led to gaps in viewer insights. When measuring business outcomes, the standard approach no longer applies. With TV data, brands now have the tools to smash the silos between TV and digital in order to uncover actionable insights into the factors that impact ad and cross-screen effectiveness. From broadcasters focused on tune-in viewership to brands driving website or retail conversions, data insights power the way marketers understand the complete path to purchase. Presenter: JC Clarke, RVP, Sales Central, Samba TV

1. Using TV Data to Build Better Reach Frequency and
Attribution Models to best Understand the Path to
Conversion
Measurable Impact
March 2018

2. Worldwide
representation
12 offices / 200+ employees
NY
CHITahoe
SF
LA
London
Warsaw
Tokyo
TaipeiShenzenATL

3. Industry investments

4. Technology has paved the
way for audience evolution.
As well as audience
fragmentation.

5. Fragmentation
has led to gaps
in viewers insights
An incomplete view of the consumer leads to:
• Duplicated reach & frequency
• Siloed outreach strategies
• Inaccurate or unreliable measurement
• Distributed knowledge centers

6. Understand &
use fragmentation
to your advantage.
Solve for the Viewer Insights Gap by
leveraging access to precise TV viewership
data, online behaviors and household
attributions to fill in the gap and reach
audiences more effectively and efficiently.

7. Bridge the viewer
insights gap
with 1:1 data
The key is to understand your audience:
• TV Viewership
• Digital devices used
• Household attributes
• Location
• Online behaviors

8. The Samba
technology
Video ACR capture
technology
1
2
2
2
2
2
2
2
1
Broadest, most representative
footprint
1:1 connection with
consumers
=
+

9. Our focus
to access
viewer data
at scale
1:1 core mapping
for finding similar audiences (13.5M HH’s)
2800+ attributes
used to define & identify audience profiles
for precise, balanced & scaled reach or
measurement
1:1 quality data
finds high-propensity targets while powering amplification

10. BROADCAST CONVERSION RATE
For the first time, brands can measure the path to purchase within millions of
homes, starting with TV exposure, followed by digital engagement, location and
ultimately conversion.

11. TOTAL TV EXPOSED
SAMBA TV PANEL
EXPOSED
WEBSITE
VISITS
DIGITAL CAMPAIGN
EXPOSED
BCR
(TV ONLY)
BCR
WEBSITE
VISITS
Broadcast conversion directly measures TV
campaign conversion across all digital devices.
Website visitation, or foot traffic is considered the
key broadcast conversion metric while purchase is a
secondary conversion metric.
Broadcast conversion is based on those exposed to TV
ads in the Samba TV universe who converted on a digital
device.
Samba TV will also measure those exposed to digital
campaigns to understand the efficacy of a multi channel
campaign.
BROADCAST CONVERSION RATE EXPLAINED
TV
TV+DIGITAL

12. Total Reach &
Frequency
Case study

13. Study Methodology
& parameters
Case study:
Total Reach & Frequency
Learning Objective:
Measure a Fortune 500 CPG
Company and it’s Product’s
digital video campaigns against
A25-54 to understand cross-
screen reach/frequency exposure
across Light, Medium and Heavy
TV viewers against digital
partners
TV Campaign:
Full Flight dates: 10/2/17-12/31/17
TV Assets:
• Brand 1: 1 (228,823 (000) impressions)
(1,832 Total Spots)
• Brand 2: 3 (560,079 (000) impressions)
(6,234 Total Spots)
Digital Campaign:
Full Flight Dates: 10/2/17-12/31/17
Publishers:
• CBS Direct – 7,086,023 impressions
tracked
• Hulu – 9,336,896 impressions tracked
Segment description:
Divided the Samba Universe into three
equal viewership segments based on TV
consumption for the duration of the
campaign flight dates (10/2/17 –
12/31/17).
Lock definition:
• Light: < 25hours
• Medium: 26-88 hours
• Heavy: 89+ hours

14. TV & Digital Video
delivery against TV
viewing groups
Case study:
Total Reach & Frequency

15. Digital Video delivers
almost as many light
viewers as TV, but at a
more cost efficient rate
Case study:
Total Reach & Frequency
Digital placements drove incremental reach and
had only a 3.5 percentage point difference in
reach for the brand.
For the Target audience of households with a
25-54 year old, the difference in reach was only
1.7 percentage points.
For the Target audience of households with a
25-54 year old, the difference in reach was only
1.7 percentage points.
6%
5%
3%
4%
0%
2%
4%
6%
8%
Total Audience Adults 25-54
TV Only Digital
Only

16. How can Digital increase
frequency against
a light TV viewer?
Case study:
Total Reach & Frequency

17. As investment in
digital video grows,
so does delivery
against light TV viewers
Case study:
Total Reach & Frequency
The Light Viewer incremental reach was even
greater amongst the 25-54 age demographic than
the general exposed audience.
The Light TV Viewers had an higher jump for
Digital exposures with 38% of the campaign being
digital.
TV Only Digital
Only
93% 97% 91%
56%
4% 1%
5%
38%
3% 2% 4% 6%
0
0.25
0.5
0.75
1
1.25
Total audience Heavy viewers Medium viewers Light viewers
TV+Digital
TV Freq. 4.2 5.0 2.0 1.4
Digital Freq 3.1 2.7 2.9 3.2
Both Freq. 7.3 8.3 5.8 6.9
3% 2% 4% 6%
4% 1% 5%
38%

18. The Brand’s TV delivery skews towards
heavy TV viewers with ~60% of GRPs
against heaviest viewing quintile
Case study:
Total Reach & Frequency
Digital video plan was designed to efficiently and
effectively reach light TV viewers and redistribute
frequency -
Samba data indicates the plan is achieving the objective

19. Planning Activation Measurement Optimization
Use viewership data to create
& advertise to audience
segments most likely to tune-
in to your content
Purchase data segments
programmatically through
self-service or Samba TV
managed service
Accurately attribute tune-ins
to ad exposure across TV &
digital buys with Verified
Tune-in Rate & DCM
Apply actionable insidehts
to future planning cycles,
optimizing media plans to
ensure ideal media mix,
targeting tactics &
frequency
Data
applications

20. Thank you
JC Clarke
RVP, Central
jc.clarke@samba.tv