Millward Brown and Samba TV in Verified Passive Data Deal

In the US, WPP's advertising, marcoms, media and brand equity research specialist Kantar Millward Brown, has partnered with TV insights firm Samba TV, to launch what the pair describe as the 'most precise single-source measurement solution for television advertising effectiveness'.

Samba TV uses data from social media, connected devices and set-top boxes, to help clients measure television viewing and understand its impact on consumer and purchasing behavior. The firm's cross-platform analytics are drawn from its technology embedded in millions of smart TVs, and it uses 'a nationwide, census like panel that is fully representative of the US population to measure TV and digital ad exposure for each household.

Through the partnership, Samba's TV dataset is combined with Kantar Millward Brown's brand marketing analytics platform Ignite Network, to give marketers the same level of TV effectiveness measurement that they receive from digital measurement. The Ignite panel, which includes eight million PC users and three million mobile users, will be integrated with Samba TV's 13.5 million smart TV and connected device households, to create a single-source verified passive measurement of TV advertising. The firms say this makes it possible to track exposure data at a TV set level, and link it with claimed exposure at the individual level.

Marc Ryan (pictured), Chief Product & Innovation Officer, Media & Digital at Kantar Millward Brown, comments: 'Our clients have been clamoring for verified passive data in linear television ad effectiveness measurement for quite some time. We're thrilled to partner with Samba to address this need and bring to market a solution that is precise, scalable, and privacy compliant.'

Web sites: www.millwardbrowndigital.com and www.samba.tv .