Catalina, Samba TV Provide ‘Unprecedented’ TV, Digital Measurement to Georgia-Pacific


Georgia-Pacific is leveraging the newly combined firepower of shopper intelligence company Catalina and global TV data and audience analytics provider Samba TV to measure the effectiveness of the manufacturer’s digital and television advertising for its leading brands Quilted Northern, Angel Soft, Dixie and Sparkle.

Catalina and Samba TV recently partnered to integrate shopper behavioral data and video viewership insights on a “massive, unprecedented scale,” according to a Catalina media release. Georgia-Pacific was the first major company to experience the advanced analytics tools that Samba TV and Catalina have developed to measure and improve media buying and selling across all marketing channels, including in-store, digital, mobile, over-the-top (OTT) and linear TV.

Among the benefits Catalina and Samba TV provide Georgia-Pacific:

  • fully anonymized, single-source measurement solutions with a 1:1 deterministic match between TV exposure and in-store purchase,
  • TV and digital measurement insights,
  • insights into which ads and placements drive sales,
  • metrics at the product level detailing information such as reach, frequency and conversions,
  • purchase data for 2.5 million TV households that is linked to more than five million frequent shopper cards, and
  • with Catalina’s household coverage spanning 91 million households, ad exposures are measured via a national automatic content recognition (ACR) TV panel covering four million households and a deterministic linkage to 25 million digital devices.

“Since measuring the effectiveness of TV and digital media investments is difficult for any company, we were intrigued by the sheer scope of insights that Catalina and Samba together can deliver,” said Kenita Johnson, senior manager marketing analytics at Georgia-Pacific, in the release. “Their toolbox provides a window into tens of millions of households and billions of data points, giving us a near real-time look into viewership of our ads and when those ads are viewed across multiple screens and subsequently triggering sales of our products. We have benefited from the speed with which they generate reports –typically within four to six weeks – which is twice as fast as the previous industry standard.”

Brian Dunphy, senior vice president of digital business and strategic partnerships at Catalina, added that while his company “has nearly 40 years of experience in driving outcomes for CPG brands, thanks to Samba TV we have been able to radically modernize cross-channel media measurement and marry it to proven analytics strategies in the CPG domain.”

“We’re now able to quickly and measurably maximize our customers’ relationships with their buyers at every stage,” Dunphy said in the release. “As the video marketplace migrates from being upfront-centric to more short-term scatter-centric, with more fluidity between TV and OTT, having real time measurement for optimization is mandatory for maximizing ROI.”