Samba TV Audiences
a self-service interface that allows advertisers to activate CTV and online video campaigns within minutes using pre-built PMPs and segments
Product Manager: Lewis Abbey
Product Designer: Teresa Pesenti
Front-End Developer: Teresa Pesenti
What is
Samba TV Audiences
?
The interface for Samba TV Audiences allows advertisers to activate a data-driven CTV and online video campaign within minutes. With access to Samba’s self-service interface that includes pre-built PMPs and segments, advertisers can activate campaigns with accurate first party TV data for omniscreen campaigns through their preferred DSP or platform.
The goals of this product are to:
- Unlock programmatic revenue opportunities against syndicated audiences, through an easy and efficient “grab & go” discoverability interface
- Allow brands/clients to easily buy Samba TV syndicated segments coupled with video inventory without delay and wait time (self-serve)
What is the problem?
Wasted ad spend
As TV consumption shifts away from linear towards OTT and VOD, advertisers are struggling to engage their desired target audience
Labor-intensive
Implementation for PMPs can take several days or more for advertisers due to a labor-intensive process that negatively impacts ROI
Too many vendors
Advertisers get frustrated trying to implement data-driven omniscreen campaigns across too many vendors
What was the solution?
To reduce friction & time, we created an on-demand self-service interface where advertisers can view all available standard PMPs as well as targeting segments. In the interface, advertisers can grab a code and start a campaign within minutes through their preferred DSP or other platform. The interface delivers greater visibility into audience scale, composition, and availability as well as removes the high-touch process for creation and distribution of viewership data (ex: from days to minutes to activate PMP). It also unlocks an immediate self-serve opportunity for advertisers to use Samba TV’s viewership data for any omniscreen campaign. Samba TV Audiences drives programmatic revenue for salespeople and advertisers already buying segments. They will now be able to implement campaigns quicker, easier, and with more info
Integrate accurate TV data
- Layer on accurate TV data
- Sync TV with digital
- Drive tune-in
- Engage TV tentpole viewers
Quick and user-friendly implementation
- Launch campaigns in minutes with pre-built, pre-filtered PMPs and segments
- 24/7 Self-service interface
- No account log-in or sign-up required
- By copying audience ID codes from the interface, campaigns can be launched in minutes through the advertiser’s preferred DSP or platform
What was the approach?
Research and Discovery
To better understand the existing pain points and user needs, we conducted in-depth research, which included:
- User interviews with internal and external users
- Comparative analysis of competitor interfaces (ie. Audigent's “Smart PMP” and Captify's ‘Programmatic Search Intelligence)
- Analysis of user feedback and support tickets
Design and Prototyping
Based on the insights gained during the research phase, our design team created wireframes and prototypes of the new user interface. Key design principles included:
- A clean and modern design with a focus on readability, accessibility and responsiveness
- Streamlined navigation and a simplified information hierarchy
- Advanced filters and easy-to-access deal IDs
Development and Testing
The development phase involved me building the new interface using Webflow. I chose Webflow because:
- It required zero hands-on-keyboard from our software engineers - who had very little bandwidth at the time
- I have experience with Webflow and was confident that I could execute the concept in it
- It is what we use for the Samba TV company website which gave us flexibility to integrate it seamlessly and utilize existing analytics tool
- The plug-ins that Webflow allows (Jetboost and Finsweet) allowed me to implement the complex filtering and javascript features with relative ease
We also conducted rigorous usability testing with a select group of existing Samba TV Audiences users. This helped us identify and address any usability issues and refine the interface.
The design of the Samba TV Audiences user interface has not only improved the overall user experience but also empowered users to make data-driven decisions with greater ease. The project's success underscores the importance of user-centered design and continuous improvement in digital platforms.
What is
Samba TV Audiences
?
The interface for Samba TV Audiences allows advertisers to activate a data-driven CTV and online video campaign within minutes. With access to Samba’s self-service interface that includes pre-built PMPs and segments, advertisers can activate campaigns with accurate first party TV data for omniscreen campaigns through their preferred DSP or platform.
The goals of this product are to:
- Unlock programmatic revenue opportunities against syndicated audiences, through an easy and efficient “grab & go” discoverability interface
- Allow brands/clients to easily buy Samba TV syndicated segments coupled with video inventory without delay and wait time (self-serve)
What are some the problems that users faced prior to designing this new experience for them?
Wasted ad spend
As TV consumption shifts away from linear towards OTT and VOD, advertisers are struggling to engage their desired target audience
Labor-intensive
Implementation for PMPs can take several days or more for advertisers due to a labor-intensive process that negatively impacts ROI
Too many vendors
Advertisers get frustrated trying to implement data-driven omniscreen campaigns across too many vendors
How did we solve our customers' unique challenges?
To reduce friction & time, we created an on-demand self-service interface where advertisers can view all available standard PMPs as well as targeting segments. In the interface, advertisers can grab a code and start a campaign within minutes through their preferred DSP or other platform. The interface delivers greater visibility into audience scale, composition, and availability as well as removes the high-touch process for creation and distribution of viewership data (ex: from days to minutes to activate PMP). It also unlocks an immediate self-serve opportunity for advertisers to use Samba TV’s viewership data for any omniscreen campaign. Samba TV Audiences drives programmatic revenue for salespeople and advertisers already buying segments. They will now be able to implement campaigns quicker, easier, and with more info
Integrate accurate TV data
- Layer on accurate TV data
- Sync TV with digital
- Drive tune-in
- Engage TV tentpole viewers
Quick and user-friendly implementation
- Launch campaigns in minutes with pre-built, pre-filtered PMPs and segments
- 24/7 Self-service interface
- No account log-in or sign-up required
- By copying audience ID codes from the interface, campaigns can be launched in minutes through the advertiser’s preferred DSP or platform
What role did I play in the design, development, and success of this project?
Research and Discovery
To better understand the existing pain points and user needs, we conducted in-depth research, which included:
- User interviews with internal and external users
- Comparative analysis of competitor interfaces (ie. Audigent's “Smart PMP” and Captify's ‘Programmatic Search Intelligence)
- Analysis of user feedback and support tickets
Design and Prototyping
Based on the insights gained during the research phase, our design team created wireframes and prototypes of the new user interface. Key design principles included:
- A clean and modern design with a focus on readability, accessibility and responsiveness
- Streamlined navigation and a simplified information hierarchy
- Advanced filters and easy-to-access deal IDs
Development and Testing
The development phase involved me building the new interface using Webflow. I chose Webflow because:
- It required zero hands-on-keyboard from our software engineers - who had very little bandwidth at the time
- I have experience with Webflow and was confident that I could execute the concept in it
- It is what we use for the Samba TV company website which gave us flexibility to integrate it seamlessly and utilize existing analytics tool
- The plug-ins that Webflow allows (Jetboost and Finsweet) allowed me to implement the complex filtering and javascript features with relative ease
We also conducted rigorous usability testing with a select group of existing Samba TV Audiences users. This helped us identify and address any usability issues and refine the interface.
The design of the Samba TV Audiences user interface has not only improved the overall user experience but also empowered users to make data-driven decisions with greater ease. The project's success underscores the importance of user-centered design and continuous improvement in digital platforms.
24,432
Users from June '23 - September '23
Results
- Improved User Satisfaction: User feedback indicates a significant increase in user satisfaction due to the enhanced usability and aesthetics of the interface.
- Increased User Engagement: Users are spending more time exploring Samba TV's robust audience catalog, leading to increased engagement with the platform.
- Reduced Support Requests: The simplified navigation and improved data visualization have led to a decrease in user support requests related to usability issues.
