In a strategic move that promises to revolutionize the advertising landscape, Kargo, a renowned specialist in creating innovative omnichannel ad solutions, has forged a partnership with Samba TV, a leading provider of TV technology for audience data and omniscreen measurement. This collaboration aims to empower advertisers with unparalleled precision in targeting, measuring, and optimizing their reach and frequency across mobile and connected TV (CTV) environments.

Elevating Omnichannel Advertising to New Heights

Leveraging Kargo's CTV Expertise and Samba TV's Robust Data

This groundbreaking partnership builds upon Kargo's recent launch of its CTV advertising solutions, developed in collaboration with Fetch TV, Australia's second-largest and fastest-growing pay-TV platform. By integrating Fetch TV's subscriber and set-top box data with Kargo's advanced contextual targeting capabilities, the company has already established itself as a key player in delivering impactful advertising experiences. Now, with the integration of Samba TV's automatic content recognition (ACR) data from globally opted-in televisions, Kargo further solidifies its position as a leader in audience engagement on the largest screen in the home.

Unlocking Granular Insights and Incremental Reach

The solution will leverage Samba TV's first-party viewership data, which is analyzed at a granular postcode level, providing advertisers with an in-depth understanding of ad performance for more effective planning and targeting across all major programmatic platforms. Kargo will also combine its creative and targeting capabilities with Samba TV's omniscreen measurement, unlocking deduplicated incremental reach on top of digital campaigns.

Empowering Advertisers with Unparalleled Efficiency and Effectiveness

"Not only do Kargo's creative formats captivate audiences, but they consistently outperform traditional media," said Kargo APAC Operations Director Cam Dinnie. "Now, we have created an even more powerful CTV advertising solution by integrating Samba TV's robust data and measurement. This approach gives our advertisers an even more efficient and effective method to plan, activate, and measure their omnichannel campaigns."

Strengthening the Advertiser-Audience Connection

Samba TV Australia Managing Director Yasmin Sanders echoed the sentiment, stating, "This partnership is about giving advertisers the most straightforward and effective approach to enhance their connections with audiences while also gaining a better understanding of their incremental reach. We're excited to combine our technologies to give Kargo's advertisers a smarter way to inform their omnichannel planning strategies and access more levers to optimize performance."

Unlocking the Future of Omnichannel Advertising

This strategic alliance between Kargo and Samba TV represents a significant milestone in the evolution of omnichannel advertising. By seamlessly integrating their respective strengths, the two companies are poised to redefine the industry, empowering advertisers with unparalleled precision, efficiency, and effectiveness in reaching and engaging their target audiences across multiple platforms.