Paramount launches partnership with Samba TV

Image credit: Charles Deluvio via Unsplash

Paramount Australia and New Zealand and Samba TV today announced a partnership that enables advertisers to reach TV viewers across all screens and deliver deduplicated incremental reach across Paramount’s premium and differentiated digital program inventory.

The partnership will unlock the power of Samba TV’s measurement technology to give advertisers a more accurate and holistic understanding of television viewership across devices, channels and platforms, including broadcast, linear and streaming.

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.

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“We are confident that this strategic alliance will give our customers an advantage and create more meaningful opportunities for advertisers to better engage with audiences through the content we know they love to see.

“Samba TV’s technology allows us to further deepen our viewer insights across our organization. We intend to embed this full viewer view into Paramount ANZ to guide key business decisions and strengthen 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.

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“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 valuable proposition for advertisers and we’re excited to leverage our technology, designed specifically for connected people was developed to further enhance TV experience.

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“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.”

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