Cint Expands Partnership with Samba
Cint’s expanded partnership with Samba helps advertisers measure brand lift across linear TV, streaming, and digital channels through a single measurement platform.
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Cint, the global technology company, has announced an expansion of its partnership with Samba, the global media intelligence company.
Through the expanded integration, advertisers can now use Samba’s deterministic TV exposure data within Cint’s Lucid Measurement platform to measure brand lift for campaigns across more international markets.
The expanded capabilities in Lucid Measurement give advertisers access to independent, third-party measurement for linear TV campaigns across Australia, Canada, France, Germany, Italy and Spain, building on the partnership’s existing coverage in the US and UK.
By connecting Samba’s TV ad exposure data with survey respondents in Cint’s global research marketplace, Lucid Measurement enables advertisers to understand how linear and streaming TV exposure is impacting key brand metrics while campaigns are still in flight.
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As media plans become increasingly global, cross-platform, and audience-specific, advertisers need measurement that reflects the way campaigns are actually bought and optimised.
Cint’s expanded partnership with Samba helps advertisers measure brand lift across linear TV, streaming, and digital channels through a single measurement platform, making it easier to compare performance across advertising channels and make more informed decisions throughout the campaign lifecycle.
“Advertisers everywhere need trusted, timely data to understand how their investments are shaping consumer perceptions,” said Kathryn Failon, VP of Measurement for Cint.
“By expanding our partnership with Samba, we are helping global advertisers better understand the impact of cross-platform campaigns that include linear TV, streaming, and digital. With Lucid Measurement, brands can see what is driving lift while campaigns are still live and use those insights to make smarter optimisation decisions.”
The expanded Samba integration is part of Cint’s broader investment in global media measurement capabilities. Lucid Measurement enables advertisers to run in-flight brand lift studies across 35 international markets in 20 different languages, with easy-to-understand reporting that helps teams act quickly on campaign insights.
Cint has also expanded targeted recruitment capabilities across additional markets, giving advertisers greater control over survey recruitment by age, gender, and region to better align studies with campaign audiences.
“What separates Samba from others is that our data accurately shows that we operate in a different paradigm of consumer behaviour. Advertisers trust that Samba is truthful and accurately quantifies viewing behaviour across screens and platforms,” said Jaya Aswani, CTO at Samba.
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“We are happy that Cint has chosen Samba’s first-party, deterministic household viewership data to expand their brand lift measurement, so brands can see what media is driving brand lift while a campaign is still in flight. This expansion brings that same accurate, real-time measurement to more markets around the world.”
With expanded international TV measurement and more granular recruitment capabilities, Cint is helping global advertisers measure media performance with the same level of sophistication with which campaigns are planned, targeted, and bought.
