Adrian J Cotterill, Editor-in-Chief
Samba TV, a leading provider of TV technology for audience data and omniscreen measurement, has announced a new partnership with GSTV, the national US video network engaging and entertaining targeted audiences at scale across tens of thousands of fuel retailers.
We are told that this partnership also represents a significant milestone in the industry, marking some of the first research to quantify campaign-specific deduplicated reach across linear television and a non-traditional national video platform. Amid industry-wide discussions about the future of cross-platform media measurement, Samba TV and GSTV together offer a groundbreaking new development in on-the-go digital out-of-home (DOOH) video measurement and expand the measurement discussion beyond traditional screens and devices. Through its partnership with GSTV, Samba TV has conducted proof-of-concept studies, including campaigns for a national quick-service restaurant brand and a national consumer packaged goods (CPG) brand to analyze the reach and frequency of GSTV campaigns compared to national and local TV schedules.
“Our collaboration with GSTV unifies the impact of advertising effectiveness both in and out of the home,” said Samba TV Co-founder and COO Alvir Navin. “This partnership will help advertisers understand and optimize the unique and complementary reach that DOOH can contribute to a media plan.”
Samba TV’s partnership with GSTV has already yielded impressive results, including recent studies that quantify the deduplicated reach between linear TV and the GSTV platform. The studies, like the ones done for the national QSR and CPG brands, revealed GSTV added meaningful, double-digit incremental reach to national linear campaigns, with a notable reach lift. Additionally, GSTV efficiently reached light TV viewers, delivering over five times the impression share of light TV viewers compared to linear TV on the same QSR brand’s campaign.
“We are pleased to partner with Samba to bring real audience measurement innovation to the video advertising market,” said GSTV EVP of Insights and Analytics Eric Z. Sherman. “As marketers seek to supplement traditional media investments in pursuit of incremental reach, it makes perfect sense that many are looking beyond the four walls of the living room, and that audience measurement has now followed.”
The deployment of this new measurement solution is now available to national advertisers looking to reach and measure incremental audiences.
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