Snapchat and Samba TV Forge Entertainment Measurement Alliance

Snapchat recently unveiled a groundbreaking partnership with Samba TV, aimed at amplifying the efficacy of in-app ad campaigns by providing in-depth performance metrics and insights. This collaboration is set to offer Snap's advertising partners enhanced visibility into the impact of their campaigns within the entertainment sector.

The Partnership Unveiled

Snapchat's strategic move to collaborate with Samba TV, a prominent provider of TV viewing behavior analytics, signifies a pivotal step in augmenting ad effectiveness. This partnership extends Samba TV's renowned insights into TV viewership behaviors to Snapchat's ad partners in the entertainment vertical.

Empowering Advertisers

Samba TV's capabilities in audience insights, encompassing a vast network of 48 million smart TV devices, promise to offer robust data on viewership patterns across various TV content types. This insightful data will provide Snap's partners with a comprehensive understanding of how their campaigns on the platform influence performance metrics.

Enhanced Outcome Measurement

Advertisers on Snapchat, particularly media and entertainment brands, can now harness Samba TV's currency-grade VTR (View Through Rate) solution to gauge conversion outcomes. This sophisticated measurement system empowers brands to assess the impact of their campaigns, analyzing the influx of new viewers to both linear and streaming programs.

Optimizing Campaign Strategies

The partnership enables Snapchat advertisers to leverage Samba TV's comprehensive data to make more informed, data-driven decisions. This holistic approach ensures optimized spending on the social media platform, allowing for a clearer understanding of the direct influence of Snapchat campaigns on audience engagement.

Impact on Snapchat’s Ad Ecosystem

The collaboration signifies a significant stride in enhancing Snapchat's ad offerings, specifically providing entertainment marketers with advanced measurement tools. As Snapchat continues to serve as a pivotal platform for engaging younger audiences, this alliance is poised to unveil valuable response data and accurately attribute campaign performance.

Commencement and Availability

Effective immediately, this alliance comes into force, granting Snap's advertising partners access to these advanced measurement and analytics capabilities.

From Impressions to Conversions: Measuring True Impact

The partnership unlocks more than just viewership data. Samba TV's "currency-grade VTR solution" enables accurate measurement of conversion outcomes. This translates to:

• Understanding how Snapchat campaigns drive new viewers to specific TV shows.
• Quantifying the "lift" in viewership across your entire media strategy.
• Making data-driven decisions to optimize ad spending and maximize ROI.

A Strategic Win for Both Sides

This partnership benefits both Snapchat and entertainment marketers:

• For Snapchat: It strengthens the platform's ad offerings by providing crucial measurement tools for a key vertical. This, in turn, attracts more entertainment brands and potentially increases ad revenue.
• For entertainment marketers: They gain granular insights into the effectiveness of their Snapchat campaigns, allowing them to optimize for better return on ad spend and increase viewership for their TV shows.

The partnership launches today and will be available to all Snapchat ad partners shortly. This marks a significant step forward in Snapchat's ad measurement capabilities, making it a more compelling platform for entertainment marketers seeking to connect with younger audiences and track the true impact of their campaigns.