Last week we looked at a new medium for advertising, virtual reality through apps like Blippar, this week we had Samba TV come in to talk about how to keep advertising relevant in the changing television landscape. With a whole generation of cable cutters marketers find it harder and harder to have their adverts seen as streaming services such as netflix and HBO Go use ad free as one of their main selling points.
The TV landscape today consists of 77% or people watching TV in conjunction with another device, such as smartphones and tablets. This means that during commercials mobile usage spikes, and tv commercials are becoming less and less effective.
Samba TV works in the TV Data & Research field by collecting data in all smart tvs on what people are watching, and how many devices are linked up to that specific IP address. Samba TV then sells this collected information to their clients, ad agencies. It is important to note that with today's data security concerns that Samba TV does not keep any other information besides what is being watched and what devices it is being watched with, no personal details are sold.
The great use of this is that marketers have more information on someone’s viewing trends, giving them some insight into that person's interests, allowing for more personalized marketing.