St. Petersburg, FL and San Francisco, CA, June 4, 2019 – Catalina Marketing, the market leader in shopper intelligence and personalized digital media that converts shoppers into buyers, and Samba TV, the leading provider of global TV data and audience analytics, have partnered to integrate shopper behavioral data and video viewership insights at massive, unprecedented scale, encompassing tens of millions of households and billions of data points. Together, the two companies will build advanced analytics tools that fundamentally improve media buying and selling across all marketing channels, including in-store, digital, mobile over-the-top (OTT) and linear TV.
The combination of Catalina and Samba TV data will provide a comprehensive look at how all advertising, including TV advertising, is driving lift and in-store purchases for advertisers. CPG marketers and their agencies will now have a granular, real-time analysis of campaign performance in stores at the UPC-level allowing them 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.
“The melding of Samba TV and Catalina’s advanced analytics capabilities and unparalleled buyer intelligence will allow advertisers to make more informed media and marketing decisions, leading to higher ROI,” said Catalina Chief Executive Officer Jerry Sokol [pictured, left]. “Our partnership with Samba TV enables tracking of both brand awareness and ROAS, creating stronger combined capabilities. This partnership is yet another example of how Catalina is dramatically evolving to provide greater value to our customers."
“This partnership is a massive leap forward for our industry that is still using legacy tools and methodology. Now we have massive datasets integrated to take the guess work out of media buying decisions and solve the cross-platform measurement problem once and for all,” said Ashwin Navin [pictured, right], founder and CEO of Samba TV. “At Samba, we have a real-time understanding of video and TV audiences at global scale. 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.” More...