Samba TV Unveils Real-Time Ad Targeting For Political Advertisers

Samba TV, a provider of TV technology for audience data and omniscreen measurement, today unveiled “new technology to arm political advertisers with next-day precision ad targeting to better reach shifting voting audiences at the regional, state, and national level throughout the 2024 political season.”

Yahoo and TelevisaUnivision, two early adopters of the new solution, have integrated Samba TV’s innovative near-real-time political audience segments to better empower political advertisers on their platforms.

In a 24/7 news cycle, Samba TV’s first-party political audience targeting “will keep campaigns one step ahead of competitors while accurately reaching the electorate wherever they spend their time, including viewership insights from news or debates,” according to the company. “Samba TV’s Real Time Political Audiences facilitates the next-day activation of digital campaigns to reach key voter groups with time-sensitive political messaging. Advertisers can now build customized political ad exposure segments and launch their targeted campaign the next day, the quickest turnaround in the industry. This game-changing capability ensures political advertisers are targeting the right voters in the most efficient and effective method possible.”

Brian Lin, TelevisaUnivision SVP of product management, said: “Hispanics are one of the biggest and most influential voter groups in the U.S. As political advertisers look to further engage with our audience, we look forward to partnering with Samba TV to enable a more effective way to inform Spanish-speaking voters across the country.”

“In one of the most consequential elections in history, coupled with a deeply fragmented media landscape, marketers are facing one of the most challenging political seasons to reach voters,” said Ashwin Navin, Samba TV co-founder/CEO. “What worked in the past no longer applies. The strategy of relentlessly hitting the same audience with political ads on traditional TV is outdated. In today’s landscape, candidates must embrace a holistic approach that integrates traditional TV with real-time targeting across streaming and digital platforms to reach voters who are consuming media in entirely new ways. This tactic is vital for political advertisers seeking a competitive advantage in a pivotal election where the stakes are high for control of the White House, Congress, and regional seats of power.”

Adam Roodman, Yahoo SVP of product strategy & management, added: “As we’re heading into the heat of election season, campaigns need to reach relevant voters with their message at the right cadence. With Samba TV’s Real Time Political Audiences, political advertisers leveraging Yahoo DSP are able to optimize audience reach while controlling frequency to maximize results.”