Havas Media partners with Samba TV to integrate streaming, gaming and linear TV data

Havas Media Group (HMG) North America introduced a brand new partnership with related TV (CTV) analytics firm Samba TV that may assist advertisers discover and handle audiences on streaming, gaming and linear TV channels although HMG’s Converged platform.

Samba TV’s insights are derived from over 20 tv producers, sourcing viewership data on U.S. households throughout gaming and OTT (over-the-top TV) units, in addition to linear TV companies (aka cable).

Why we care. Audiences are chopping the twine and migrating to streaming platforms, and advertisers are following swimsuit. But particularly now, with the price of a number of streaming app subscriptions approaching that of a pricy cable invoice, viewers are in every single place. And loads of youthful customers are simply enjoying video video games, many nonetheless on consoles via their good TVs. 

So this partnership is tailor-made to discover audiences on this present fragmented chaos.

Dig deeper: Brands are betting closely on CTV promoting

Viewership behaviors. Converged already has buy habits and different insights from advertiser first-party data sources. The Samba TV dataset provides a layer of viewer habits from streaming, gaming and linear TV on high of those present insights. Within the Converged platform, HMG can curate the fitting insights for particular advertisers.

“This partnership allows us to understand how consumers spend time across screens and the ability to analyze the unique value media has for each one of our clients,” stated Mike Bregman, HMG North America Chief Data Officer, in an organization assertion.

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About The Author

Chris Wood

Chris Wood attracts on over 15 years of reporting expertise as a B2B editor and journalist. At DMN, he served as affiliate editor, providing unique evaluation on the evolving advertising and marketing tech panorama. He has interviewed leaders in tech and coverage, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama because the nation’s first federal CIO. He is particularly curious about how new applied sciences, together with voice and blockchain, are disrupting the advertising and marketing world as we all know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in business trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has additionally written for KIRKUS, and contributes fiction, criticism and poetry to a number of main e-book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.