Entertainment marketers running campaigns on X can now measure real-world audience actions like movie ticket purchases and TV show streams through a new data-sharing partnership with ad-tech platform Samba TV, according to the companies.
Samba TV and X Partner for Entertainment Ad Attribution
Ad-tech platform Samba TV and X are teaming up to provide entertainment marketers with a specialized measurement offering, as announced exclusively to Marketing Brew. The partnership lets advertisers on X utilize Samba’s data signals and measurement tools to connect social media campaigns directly to consumer behavior. According to the companies, the integration helps brands see how campaigns drive X users to buy movie tickets or stream television series.
Measuring Lift and Deduplicating Media Buys
The measurement offering is already active for select advertisers in the streaming vertical. According to the companies, those initial initiatives have driven a 55% lift across six measured streaming campaigns.
Did you know?
X began rolling out a rebuilt ad platform in April, setting the technical foundation for integrations like the new Samba TV measurement partnership.
Industry Context on Entertainment Outcomes Measurement
The push for verified outcomes follows similar moves by other media companies expanding their tracking offerings this year. In July, Fox teamed up with iSpot to show advertisers if their campaigns led consumers to actions such as visiting a storefront or buying a movie ticket. Earlier in March, AMC tapped Fandango, iSpot, and intelligence platform Cuebiq to help show advertisers how campaigns on AMC platforms translated into ticket sales made through Fandango.
In a press release, Samba’s founder and CEO Ashwin Navin characterized X as an international digital town square functioning as a live environment where cultural movements take shape through influential posts, further amplified by public conversations and financial backing. Advertisers increasingly want to understand not only who saw or engaged with their campaigns, but whether those campaigns ultimately motivated audiences to behave differently than they otherwise would, Navin stated. Through the partnership, X and Samba will collaborate to inform entertainment marketers how to optimize their investments on X, according to the companies.
Frequently Asked Questions
What does the Samba TV and X partnership do for advertisers?
The partnership allows entertainment advertisers on X to use Samba’s data signals and measurement tools to see how campaigns lead users to take actions such as buying movie tickets or streaming TV shows.
Who is already using the new X and Samba TV measurement offering?
The offering is already being used by certain advertisers in the streaming vertical, driving a 55% lift in six measured streaming initiatives, according to the companies.
Which other companies have launched similar outcomes measurement tools recently?
Fox partnered with iSpot in July, and AMC tapped Fandango, iSpot, and Cuebiq in March to offer similar consumer action tracking for advertisers.
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