Catalina and Samba Link Cross-Media Ads and Purchasing

Shopper intelligence specialist Catalina Marketing has partnered with TV data provider Samba TV, to integrate shopper behavioral data and video viewing insights at 'massive scale', encompassing tens of millions of households and billions of data points.

The aim of the partnership is to provide analysis of how all advertising, including TV, is driving lift and in-store purchases for advertisers. According to the firms, delivering real-time analysis of campaign performance in stores will allow CPG marketers and their agencies to assess the effectiveness of cross-device campaigns across TV, digital and in-store; reach customers on the right platforms; and optimize campaigns mid-flight. Catalina CEO Jerry Sokol says this will lead to higher ROI by enabling tracking of both brand awareness and ROAS.

Ashwin Navin, founder and CEO of Samba TV, describes the partnership as a 'massive leap forward' for an industry that is still using legacy tools and methodology, and says the partners will build advanced analytics tools to improve media buying and selling across all marketing channels - including in-store, digital, mobile over-the-top (OTT) and linear TV. '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', Navin adds.

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