Paramount Australia and New Zealand (ANZ) and Samba TV today announced a partnership that enables advertisers to reach TV viewers across all screens and deliver deduplicated additional reach across Paramount’s premium and differentiated digital program inventory.
The strategic partnership will leverage Samba TV’s measurement technology to provide advertisers with a more accurate and holistic understanding of television viewership across devices, channels and platforms, including broadcast, linear and streaming.
Paramount’s brand-safe environment and first-party data is augmented with Samba TV’s actionable viewership across platforms to provide clear ways to minimize waste, maximize efficiency, and deliver true incremental audience reach with greater precision, scale and achieve impact.
In September, Paramount Australia and New Zealand (ANZ) and KERV Interactive partnered to use patented technology to deliver dynamic, interactive video display capabilities on connected TVs.
Rod Prosser, Chief Sales Officer, Paramount ANZ, said, “We are incredibly impressed with Samba TV’s technology and capabilities, as well as their global reach and local expertise. We’re confident this strategic alliance will give our clients an advantage and give advertisers more meaningful opportunities to better connect with audiences through the content we know they love to see.
“Samba TV’s technology also allows us to deepen our audience insights across our organization. We intend to embed this complete audience view into Paramount ANZ to guide key business decisions and improve our competitive advantage.”
Yasmin Sanders, Managing Director of Samba TV Australia, said: “Paramount has such a powerful platform and we are excited to use Samba TV’s proprietary technology to help grow their ecosystem and expand their data capabilities.
“We are delighted to mark this milestone as Australia’s first broadcaster and look forward to strengthening Paramount’s competitive advantage and taking all television to the next level.
“Together, we can offer advertisers more transparency and better ROI, but most importantly, provide Paramount’s Australian viewers with a more relevant and personalized TV and advertising experience, wherever and whenever they tune in to the latest content.”
Thomas Parsons, Head of Client & Data Partnerships at Samba TV in Australia, said: “Paramount’s strong brands and premium content represent a value proposition for advertisers and we look forward to delivering that through our technology, which is purpose-built for the connected was developed to further enhance TV experience.
“The collaboration also reflects our shared passion to innovate and create new ways for advertisers to efficiently and effectively engage with highly engaged viewers in today’s fragmented TV landscape.”
In June, Samba TV made the decision to expand to Australia after a year of significant growth.
The company announced at the time that revenue from its Australian business more than doubled year-on-year (YoY) and appointed key employees to support business growth, Tom Parsons as Head of Customer and Data Partnerships, Damien Tang as Director of Data Solutions and Simeon Swain as commercial director – programmatic & audience.