Samba TV, the leading provider of TV technology for audience data and omniscreen measurement, announced today the integration of Affinity Solutions’ Purchase Media Metrics (PMMTM) data to provide brands and advertisers with cross-platform measurement of return on ad spend (ROAS) and actionable targeting solutions.
The collaboration will use Samba TV’s first-party data from tens of millions of opted-in televisions sold in over 100 countries across more than 20 TV brands to provide advertisers and media companies with a unified view of the entire consumer journey, from TV to digital to commerce – online or offline. The collaborative solution bridges the gap between TV viewership and actual buying patterns by integrating Samba TV’s extensive viewership data with Affinity Solutions’ PMMTM data set, which is produced from complete deterministic purchase data collecting over 140 million credit and debit cards.
This one-of-a-kind collaboration enables advertisers to target with unrivalled precision, interacting not just with TV viewers exposed to specific commercials or programmes, but also with validated purchasers to maximise campaign ROI.
“Historically, advertisers had limited visibility into the true value of their ad investments,” said Aden Zaman, Chief Commercial Officer of Samba TV. “The combination of Samba TV data and Affinity Solutions data is revolutionary.” We ensure that every ad dollar has an impact and produces measurable outcomes by matching media strategies with actual purchase and viewing behaviours.”
This exclusive integration makes use of Samba TV’s Automatic Content Recognition (ACR) technology, providing advertisers with real-time viewership statistics to help brands and agencies segment audiences based on a unique combination of viewership and purchase behaviour. The collaboration represents a watershed moment in advertising, demonstrating the power of business results like purchase-informed targeting to boost TV campaign impact.
“The ever-evolving landscape of consumer behaviour, compounded by the surge in cross-screen viewership, necessitates an evolution beyond traditional demographics,” said Damani Garbaccio, Chief Business and Marketing Officer at Affinity Solutions. “Today’s advertisers require comprehensive audience viewing patterns, spending habits, and passions across multiple channels.” Affinity and Samba are addressing this need by combining what people watch with what they spend, revolutionising how advertisers connect and captivate audiences, ensuring unrivalled returns and reach.”
Samba TV‘s advertising partners can now plan and optimise omniscreen media across all main programmatic platforms with precision that is directly related to tangible business outcomes thanks to a partnership with Affinity Solutions. Brands and marketers will then be able to examine the efficacy of linear, streaming, and digital media investments in driving actual purchases by combining Samba TV conversion and lift metrics with Affinity Solutions purchase data.
“In today’s fast-paced retail environment, it’s critical for brands to rely on precise and actionable data.” “Affinity Solutions’ purchase data provides an unprecedented understanding of consumer behaviour,” said National Retail Federation (NRF) Executive Director of Research Mark Matthews. “This collaboration with Samba TV sets a new industry standard, providing retailers with a robust, integrated view that translates directly into enhanced advertising efficacy and value.”