New Capability Provides Attribution to Marketers using Twitter to Drive Tune-in

Samba TV, the emerging leader in global TV analytics, announced a partnership with Twitter to measure the effectiveness of Twitter in driving tune-in. Through this measurement program, marketers can gain insights into bridging Twitter engagement to tune-ins across primetime broadcast and cable programming, OTT streaming originals, and tentpoles such as the NBA, NFL, and NHL sporting events.

During a closed beta period of this innovative measurement partnership, Samba measured over 30 Twitter campaigns across 15 different programmers, unveiling granular insights into the lift in tune-in conversion as a result of exposure to Twitter ads. When looking at campaign exposures on Twitter, Samba found an average lift of 28% in Verified Tune-in Rate (VTR) to the measured premiere episodes.

“We all know Twitter is the ultimate TV companion, and now we can specifically measure that impact to help broadcasters and advertisers understand how effectively Twitter’s engaged audiences are driving tune-in,” said Ashwin Navin, CEO and co-founder of Samba TV. “We look forward to building on our collaboration to provide greater performance transparency and help tune-in clients achieve their goals.”

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Samba TV’s methodology links cross-screen ad exposure to a vast, representative dataset, sourced from more than 20 Million households worldwide to help programmers measure and optimize tune-in campaign performance. Samba TV measurement on Twitter helps broadcasters answer key questions such as:

• What elements of the Twitter campaign, such as video length, targeting tactics, and Tweet copy, are most successful in driving audiences to tune-in?
• How can advertisers optimize campaigns to improve effectiveness?

“Twitter is home to the world’s most valuable audience when they’re most receptive, and that includes when they’re watching TV,” said Tim Perzyk, VP of Market Insights and Analytics at Twitter. “As advertisers look to enrich their marketing strategies with complementary TV and digital media buys, Samba has emerged as a key partner in helping us evaluate and improve our partner performance.”

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“Twitter helps us reach passionate fans, and our work with Samba has shown that fans exposed to our messaging on Twitter are more likely to tune in,” said Inna Kern, Senior Director of Media Strategy at ESPN. “We always seek to maximize every dollar of our media investment, and Samba helps us measure and ensure that value, while driving viewers to our platforms.”

“Twitter has been a critical platform for the success of Claws as we set out to provide a compelling live viewing experience for the fan,” said Michael Engleman, Turner Entertainment CMO. “We strategically cultivated a three-way conversation between the audience, show, and talent. This approach helped us drive a live rating and fuel each night’s conversation helping us trend every week. Partnering with Samba, we were ultimately able to measure conversion from Tweet to tune-in, optimize our investment strategy, and actually grow the linear audience from season 1 to 2 which is a very rare feat.”

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