UK's Origin to Trial Samba TV ACR Approach

Origin, the cross-media measurement initiative of the UK's advertising trade group ISBA, is to work with US-based cross-screen analytics provider Samba TV, to test television data from the latter's proprietary automated content recognition (ACR) technology.

The first stage of the Proof of Concept (POC) test will integrate Samba TV's first-party viewing behaviour data across linear TV, BVOD, SVOD and CTV services. Origin will conduct the test in partnership with Comscore and Kantar Media, to gauge the accuracy of data under 'lab test environments'.

The same partners will join stages two and three of the study in H1 2024, identifying Samba TV sets within the Kantar Media-operated Origin panel, and analysing key audiences and behaviour patterns for these viewers. Kantar Media can then create 'personification models' which Comscore will apply to ACR data from up to 1m TV sets in the UK. Origin says it can then measure BVOD services and will have a foundation for enhanced TV ad audience measurement across linear TV services and CTV as well. If successful, the approach can be used for other large-scale TV data sources in the UK.

Origin Research Lead Joe Lewis comments: 'Origin continues to look for ways to improve and adapt measurement approaches to give marketers what they need. TV measurement has, for the most part, been a panel first approach, which has largely served us well. But, if we are ever to offer marketers the ability to really understand the true power of TV delivery, then harnessing real granular deterministic and second-level data that we can tie to outcomes, has to be on our roadmap. I am delighted with the progress so far, and to be partnering with Comscore, Kantar Media and Samba TV on this exciting development, that can scale across other data providers when they onboard into the Origin programme'.

Samba TV CEO and co-founder Ashwin Navin (pictured) comments: 'Origin is pioneering a shift in the industry towards an improved framework for cross-media measurement... at a crucial juncture when advertisers need a more holistic approach to deliver different advertising outcomes. Samba TV is proud to collaborate with ISBA, Kantar Media and Comscore on Origin. Our extensive data and large panel will empower advertisers with greater confidence, precision and rigour to understand and reach valuable audiences across screens, platforms and channels'.

Web sites: www.sambatv.com , www.isba.org.uk , www.comscore.com and www.kantarmedia.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

• comScore, Inc.
• All news
• MrWeb info