From a media buying perspective, advertisers are struggling to engage their desired target audience as TV consumption shifts away from linear towards OTT and VOD. They also get frustrated trying to implement data-driven omniscreen campaigns across too many vendors. Implementation for PMPs can take several days or more for advertisers due to a labor-intensive process that negatively impacts ROI. The process involves sellers, account managers, and ad ops, while taking 5-7 days to execute.

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• 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
  

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

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Integrate accurate TV data

• Layer on accurate TV data

• Sync TV with digital

• Drive tune-in

• Engage TV tentpole viewers

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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

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

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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

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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.

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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.