Samba TV Launches iCPM to Guarantee Incremental Reach

Cross-screen television insights and analytics provider Samba TV has launched an advertising currency called 'incremental cost per thousand impressions' (iCPM), to help marketers only pay for ad impressions served within households previously unexposed to their linear TV campaigns.

Samba TV uses data from social media, connected devices and tens of millions of opt-in smart TV households worldwide, to help clients measure television viewing and understand its impact on consumer and purchasing behavior. Launched in the US, the firm's new performance-based iCPM metric has been developed to help advertisers uncover and reach difficult to engage audiences across linear, streaming online and mobile video.

The solution offers incremental audience measurement insights with a guaranteed reach-focused dashboard. This provides marketers with in-flight, real-time optimization insights that deliver a view into the actual cost of performance-based incremental reach.

Samba TV SVP of Revenue Products Avi Brown (pictured) comments: 'With more than a third of all US consumers no longer watching any linear television, it has become a business imperative for brands to find new solutions. iCPM is the first omniscreen solution that provides marketers with incremental reach as a performance guarantee currency. By leveraging iCPM, media buyers eliminate the risk of wasted budgets and guarantee that they are reaching only new, incremental audiences'.

Web site: www.samba.tv .