Digital outdoor company QMS has a new partnership with Samba TV, a provider of technology for audience data and omniscreen measurement.
QMS will leverage Samba TV’s first-party viewership and ad exposure data, captured at a granular postcode level, and integrate it into QMS’ Q-Data platform to select DOOH inventory.
This will give advertisers a new way to build the reach of their campaigns, by strategically adding DOOH to under or over-exposed TV viewership postcodes.
“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," QMS Strategic Sales Director Adrian Venditti said.
"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."
Samba TV Australia Managing director Yasmin Sanders said Samba is excited to partner with QMS to empower advertisers "with a compelling solution that extends audience reach across two highly impactful media channels".
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