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|Interpublic Invests in Samba TV|
Relationship Initiated Through the IPG Media Lab;
New York, NY - April 20, 2015 - Interpublic Group (NYSE: IPG) announced today that the company has made a strategic investment in Samba TV, an emerging leader in TV analytics, data, and attribution. The holding company's IPG Media Lab initiated the relationship with Samba TV and has overseen the integration of its data and tools with IPG Mediabrands' existing platforms to help drive business and client-focused products. Terms of the minority investment by IPG in the venture-backed Samba TV were not disclosed.
Samba TV's technology creates an enhanced viewing experience for linear, on- demand, and over-the-top (OTT) television by enabling recommendations and other interactive features. Samba TV also enables data-driven advertising across all screens, from desktop to mobile to linear television, via its software platform that runs on smart televisions. The company provides aggregated and anonymized device usage and content viewership trends through its real-time analytics service. Samba TV's software and applications are currently available on over 36 million screens in 118 countries.
"IPG is committed to delivering data-driven insights to our clients," commented Michael Roth, Chairman and CEO of Interpublic. "Through the IPG Media Lab, Samba TV puts unique, real-time metrics about viewership into our hands, giving us insights into what strategies are working best for our clients, across multiple platforms, including TV," Roth said.
Ashwin Navin, Co-Founder and CEO of Samba TV added, "We have always built products that reflect the rapidly changing consumer behavior around television. It's no longer appropriate to think of TV as an offline medium independent of what's happening in digital platforms. In IPG we have a great partner that shares our vision that media measurement needs to be holistic and media plans need to be planned and executed across platforms."
As part of the agreement, IPG Mediabrands will integrate Samba TV's data and intelligence to identify undervalued or over-valued media, as well as audience insights, to benefit its media, planning, buying, and research teams. The data will also be used to build attribution models for direct-response television, tune-in efforts, and more - connecting television and internet impressions. This first-of-its-kind-data will be integrated into the Audience Measurement Platform (AMP), IPG Mediabrands' proprietary data stack.
"The IPG Media Lab continues to seek new partnerships for IPG that allow our clients to maximize the market potential for all media categories," said Chad Stoller, Managing Partner, IPG Media Lab. "We are excited to work with Samba TV and leverage our partnership to better understand evolving audience behavior, emerging device usage, and undervalued media opportunities," Stoller said.
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