Paramount Australia and New Zealand (ANZ) and Samba TV have today entered into a partnership enabling advertisers to reach TV audiences across every screen and achieve deduplicated incremental reach across Paramount’s premium and differentiated digital programming inventory.
The strategic partnership will use Samba TV’s measurement technology to provide advertisers with a more accurate and holistic understanding of television viewership across any device, channel and platform, including broadcast, linear and streaming.
Paramount’s brand-safe environment and first-party data will be enhanced with Samba TV’s actionable viewership audiences across all platforms to create clear pathways to minimise waste, maximise efficiency and achieve true incremental audience reach with greater precision, scale and impact.
In September, Paramount Australia and New Zealand (ANZ) and KERV Interactive partnered together to harness patented technology to deliver dynamic, interactive video ad functionality on Connected TVs.
Rod Prosser, chief sales officer, Paramount ANZ said: “We’re incredibly impressed with Samba TV’s technology and capabilities as well as their global scale and local expertise. We are confident that this strategic alliance will give our clients the edge and create more meaningful opportunities for advertisers to better connect with audiences through the content we know they love to watch.
“Samba TV’s technology further allows us to deepen our audience insights across our organisation. Spanning content acquisition, programming and marketing, we intend to embed this full audience view into Paramount ANZ to guide critical business decisions and enhance our competitive advantage.”
Yasmin Sanders, managing director, Samba TV in Australia said: “Paramount has such a powerful platform, and we are excited to help grow their ecosystem and amplify their data capabilities with Samba TV’s proprietary technology.
“We’re delighted with this Australia-first broadcaster milestone and look forward to bolstering Paramount’s competitive advantage and taking total TV to the next level.
“Together we can provide more transparency and better ROI for advertisers, but above all, deliver a more relevant and personalised TV and ad experience for Paramount’s Australian viewers, no matter where and when they tune in to the latest content.”
Thomas Parsons, head of client & data partnerships, Samba TV in Australia said: “Paramount’s strong brands and premium content present a value proposition for advertisers, and we’re excited to enhance that further through our technology, which is built specifically for the connected TV experience.
“The collaboration also reflects our common passion to innovate and create new ways for advertisers to connect with highly-engaged audiences efficiently and effectively in today’s fragmented TV landscape.”
In June, Samba TV made the decision to expand to Australia following a year of significant growth.
The company said at the time its Australian business more than doubled in revenue year-on-year (YoY) and appointed key hires to support business growth, Tom Parsons as head of client & data partnerships, Damien Tang as data solutions director, and Simeon Swain as commercial lead – programmatic & audience.