• by Colin Kirkland , January 4, 2024

Snapchat parent company Snap Inc. has announced a new strategic partnership with Samba TV, a provider of TV technology for audience data and omniscreen measurement, to help entertainment marketers promoting new shows and movies better understand the value of conversions generated by Snapchat campaigns.

According to a recent release, Samba TV has access to TV viewing behaviors across over 200 national networks in the U.S., local networks in more than 100 U.S. designated market areas, and more than 400 digital publishers.

In addition, Samba TV currently tracks how 3 million households respond to ads for linear and streaming shows.

“As a result of the partnership, media and entertainment brands advertising on Snapchat can measure conversion outcomes using Samba TV's currency-grade VTR solution to gain a clear understanding of how their campaigns drive new viewers to linear and streaming programs, and measure lift across their media strategies,” the company states.

With a network spanning 48 million smart TV devices, Samba TV is now able to provide Snap marketers with data on viewership across free-to-air, cable, and streaming TV content. Snap hopes this data will help marketers optimize their spending on its social-media platform, especially in targeting a younger demographic of consumers.

“It's crucial we have accurate and holistic measurement of the impact of advertising on tune-ins for our brands,” says Snap's head of marketing science Christopher Plambeck.

The partnership officially launches on Thursday and will become available to Snap advertising partners soon.