- Snap has named data and measurement provider Samba TV as a preferred measurement partner to allow entertainment marketers to better 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 better understand and optimize the success of Snapchat campaigns in driving new 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 key Gen Z and millennial demographics.
Snap is continuing its efforts to shore up stronger advertiser potential through its new partnership with Samba TV, a move that could help the social giant prove its capabilities to those in the entertainment vertical who are using Snapchat in hopes of driving attention to various types of TV programming. More specifically, the tie-up could help advertisers better understand the viewing preferences of the increasingly valuable younger generation while also maximizing their social investments.
“With over three quarters of Gen Z and millennials discovering new shows and movies from these platforms alone, Snapchat has emerged as an essential 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 be able to gain a better understanding of how effective their campaigns are in driving new viewers to both linear and streaming platforms using Samba TV’s VTR solution, while also utilizing the company’s data to inform decisions around how to optimize their spending on the platform. Samba TV has a global measurement footprint that includes coverage of over 200 national networks in the U.S., over 400 digital publishers and coverage for all the major 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 a must-have within media strategies, a status it has been pining for, as evidenced through recent moves 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 at 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 along with a 12% YoY boost in daily active users for a total of 406 million, per an earnings statement. It additionally 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 share of concerns. In September, the company teamed with Microsoft Advertising to begin exploring sponsored links in relevant My AI responses in the app, shoring up another potential avenue for revenue gains. The positive revenue growth in Q3 for Snap followed a stretch of declines earlier in the year, including its first-ever quarterly revenue fall in Q1.