QMS Launches TV Partnership w/ Samba TV

Tristan Cotterill

Leading digital outdoor company QMS has announced an innovative new partnership with Samba TV, the leading provider of TV technology for audience data and omniscreen measurement, that will empower advertisers to extend the reach and impact of their TV campaigns with digital out of home.

Yasmin Sanders, Samba TV

Samba TV Australia Managing Director Yasmin Sanders told us “As the only independent first-party TV data provider in Australia, and the first to provide comprehensive TV data to plan and target DOOH, we’re excited to partner with QMS to empower advertisers with a compelling solution that extends audience reach across two highly impactful media channels.”

QMS will leverage Samba TV’s first-party TV viewership and ad exposure data, captured at a granular postcode level, and integrate it into QMS’ Q-Data platform to select DOOH inventory that extends TV reach in those identified postcode areas.

We are told that this will give advertisers, whose campaigns are booked through a direct IO, a new way to build the reach of their campaigns, by strategically adding DOOH to under or over-exposed TV viewership postcodes.

QMS Strategic Sales Director Adrian Venditti said: “TV is a powerful tool for expanding reach and continues to play a major part in media strategies, however, growing viewership fragmentation poses new challenges for advertisers striving to connect with desired audiences across screens and platforms. The QMS and Samba TV partnership tackles this challenge by bringing together data and technology across two of the most impactful platforms in TV and DOOH. The partnership allows clients that have traditionally relied on TV to deliver the bulk of their reach to extend that reach even further, by adding DOOH as another screen within their omnichannel strategy. In essence, it’s about combining two broadcast channels to deliver maximum audience reach and campaign effectiveness”.

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