Samba TV Studies Find That Snapchat Campaigns Provided 84% Lift in Driving Audiences to Watch TV Shows and Movies
July 01 2024 - 12:30PM
Snap and Samba TV, a leading provider of TV technology for audience
data and omniscreen measurement, have announced new research
results that show how Snapchat campaigns have a significant impact
in driving audiences to watch new shows and stream movies. By
tapping into Snapchat’s passionate audience of over 800 million
monthly active users, the analysis showed that Snapchat campaigns
perform strongly by converting audiences into viewers after they
were exposed to an advertisement on the platform.
The robust studies covered a variety of viewership
windows, advertisers, genres, and seasons while measuring the
impact of Snapchat campaigns. The measurement approach leveraged
Samba TV’s Causal Attribution and Snap’s Intent to Treat control
methodologies, combined with Samba TV’s proprietary ACR data, to
accurately measure true incremental viewership lift.
The results showed an average lift of 84% for
audiences exposed to an advertisement on Snapchat who then
converted to watch the entertainment content, compared to control
group audiences who were not exposed. Additionally, 1 in 3
conversions driven by Snapchat campaigns were from new viewers,
which included a wide range of viewer engagement levels, from
cord-cutters to heavy TV viewers. The studies provided key insights
for entertainment advertisers wanting to optimize their spend by
making more informed data-driven decisions on how to reach
incremental audiences.
“Snapchat is the preferred platform for younger
generations to stay connected, and the Samba TV studies prove that
entertainment advertisers make a significant impact by tapping into
our large and highly engaged audience to find new viewers for TV
shows and movies,” said Elana Sulzer, U.S. head of entertainment at
Snap.
"Samba TV's comprehensive measurement reveals that Snapchat is
effectively driving viewership and engagement with new Millennial
and Gen Z audiences," said Ashwin Navin, Co-founder and CEO of
Samba TV. "Our research provides actionable insights for
entertainment marketers, demonstrating Snap's emergence as an
essential partner in marketers' media strategy, increasing
advertiser confidence in leveraging the platform to reach this
unique demographic."
More details can be found in this Snap blog post. Feel free to
reach out to your Snap or Samba TV representative for more
information.
About Samba TVSamba TV has transformed the TV
from a pane of glass on the wall to a window into the heart of
audiences. We are the global leader in television technology
powering real-time insights and audience targeting to enable
unparalleled marketing efficiency and effectiveness. Our
proprietary first-party data from tens of millions of opted-in
televisions, across more than 20 TV brands sold in over one hundred
countries, provides advertisers and media companies a unified view
of the entire consumer journey. Our independent measurement has
future-proofed advertising for the next generation, empowering
advertisers to connect with their audiences on any platform, across
every screen.
Media Contact:Samba
TVpress@samba.tv
A photo accompanying this announcement is available at
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