“The melding of Samba TV and Catalina’s advanced analytics capabilities and unparalleled buyer intelligence will allow advertisers to make more informed media and marketing decisions, leading to higher ROI,” said Catalina Chief Executive Officer Jerry Sokol. “Our partnership with Samba TV enables tracking of both brand awareness and ROAS, creating stronger combined capabilities. This partnership is yet another example of how Catalina is dramatically evolving to provide greater value to our customers.”
“This partnership is a massive leap forward for our industry that is still using legacy tools and methodology. Now we have massive datasets integrated to take the guess work out of media buying decisions and solve the cross-platform measurement problem once and for all,” said Ashwin Navin, founder and CEO of Samba TV. “At Samba, we have a real-time understanding of video and TV audiences at global scale. With Catalina, we marry viewership with real-time purchase data to create the most profound understanding of TV and OTT — the medium used to build brands — with the primary ways brand messages are consumed, creating a huge opportunity to drive more personalization and accountability in the media we enjoy every day.””Together, Catalina and Samba TV are establishing benchmarks and norms for campaign design and reporting that enable networks to track campaign performance to make in-flight optimizations, dramatically upgrading the ability to deliver outcome-based selling,” said Dr. Wes Chaar, Catalina’s Chief Data & Advanced Analytics Officer, who previously led major TV industry initiatives in audience estimation, audience targeting and audience demand modeling.
“The Catalina/Samba partnership will also fuel a new take on the Marketing Mix Model. The more granular Consumer Mix Model will use ratings that reflect an individual store’s consumer composition, trading area and ratings in near real time instead of weeks after a campaign ends, which is the current norm,” added Chaar.Howard Shimmel, President of U.S.-based research consultancy Janus Strategy & Insights, has played a key advisory role in the evolution of the Catalina and Samba TV partnership. Shimmel is a recognized expert in data integration, audience buying and ROI/Attribution through his work as Turner’s Chief Research Officer and other leadership positions with Nielsen and Symmetrical Resources.
“Catalina and Samba’s collective expertise on buyer behaviors, motivations and lifestyles will allow marketers to be more precise in how they engage audiences to drive purchases, and to fuel the ability of media companies to sell based on outcomes,” said Shimmel. “What truly sets Catalina and Samba apart is the analytics they will apply to the data to help their customers with every stage of planning, execution and measurement.
