Advertisers can unlock first-party TV audience insights to boost incremental reach at scale

MADRID & COLOGNE - 6 March 2024 - Beintoo, the data-driven digital advertising company and subsidiary of Mediaset Group (part of the holding company MFE - Media For Europe), specialised in digital advertising strategies, and Samba TV, the leading provider of TV technology for audience data and omniscreen measurement, today announced the integration of Samba TV’s proprietary first-party TV viewership data and Beintoo’s platform in Spain and Germany.

Brands and agencies using Beintoo’s cutting-edge platform will benefit from Samba TV’s 100% opt-in TV data, powered by automatic content recognition (ACR) technology embedded across 20+ TV brands globally. The integration will provide real-time insights of TV ad exposure and consumption across linear TV, digital devices, and streaming platforms. Advertisers can plan holistically, achieve incremental reach and optimise cross-screen effectiveness. As part of the new targeting capabilities, Beintoo’s geo-behavioural audiences will be enriched by Samba TV’s viewership data for wider reach and greater accuracy. 

"Advertisers are actively looking for more effective ways to target incremental audiences for continued growth in the digital space, which still attracts the highest media investment," says Beintoo CRO, Marilena Pellegrini. "Our partnership with Samba TV in Spain and Germany is showing outstanding results. It introduces a new layer of real-time data and analytics to the Beintoo platform, bringing our clients new omniscreen targeting solutions that are highly advanced and accurate". 

“By integrating Samba TV’s data with Beintoo’s technology, we’re creating a wealth of opportunities for brands to stand out and become more competitive in Germany’s fast-growing digital ecosystem,” said Beintoo, DACH, Head of Sales Richard Wagner. “Advertisers can deliver more impact through personalised campaigns that help clients build more brand value in cross-screen environments. Together, we are setting new standards of excellence in data-driven advertising leveraging insights collected from Samba TV’s privacy-first TV platform.”

“Samba TV’s collaboration with Beintoo is centred on providing more effective, scalable, and non-intrusive media optimisation solutions for advertisers,” said Samba TV Chief Commercial Officer, Aden Zaman. “By design, the integration of our first-party TV data with Beintoo’s technology strengthens the advertiser’s ability to understand viewership behaviour and achieve highly sought-after incremental reach. We’re excited for this partnership to help advertisers in Spain and Germany secure maximum return on their media investment.” 

About Beintoo

Beintoo is a data-driven company that offers a comprehensive approach to digital marketing. Thanks to the use of technology and owned data, it focuses its advertising approach on the entire user's purchasing process, from brand awareness and consideration to purchase intention and its result. 

Founded in 2011, Beintoo has a team of experienced professionals who understand and master the data-driven ecosystem, always prioritising the values and safety of the brand, as well as the customer's point of view. Since March 2020, Beintoo has been part of the Mediaset Group (which is part of the holding company MFE - Media For Europe) with offices located in Milan, Rome, Madrid, and Cologne, enabling the sharing of its multimedia and multichannel experience and knowledge across different European countries.

About Samba TV 

Samba TV has transformed the TV from a pane of glass on the wall to a window into the heart of audiences. We are the global leader in television technology powering real-time insights and audience targeting to enable unparalleled marketing efficiency and effectiveness. Our proprietary first-party data from tens of millions of opted-in televisions, across more than 20 TV brands sold in over one hundred countries, provides advertisers and media companies a unified view of the entire consumer journey. Our independent measurement has future-proofed advertising for the next generation, empowering advertisers to connect with their audiences on any platform, across every screen www.samba.tv