Sydney, [24th October 2024] — Kargo, a leader in creating breakthrough omnichannel ad solutions for the world’s top brands, is excited to announce a new partnership with Samba TV, the leading provider of TV technology for audience data and omniscreen measurement. The partnership will enable advertisers to target, measure and optimise reach and frequency across mobile and connected TV (CTV) environments with greater precision.
This collaboration builds upon Kargo's recent launch of its CTV advertising solutions in April, developed in partnership with Fetch TV, Australia’s second largest and fastest growing pay TV platform. The integration of Fetch TV's subscriber and set-top box data with Kargo's advanced contextual targeting capabilities has already positioned Kargo as a frontrunner 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 leadership in audience engagement on the largest screen in the home.
The new solution will leverage Samba TV’s first-party viewership data, which is analysed at a granular postcode level to give advertisers 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 to unlock deduplicated incremental reach on top of digital campaigns.
“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 omni channel campaigns.”
Samba TV Australia Managing Director Yasmin Sanders added, “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 optimise performance.”
About Kargo
Kargo creates memorable experiences to captivate consumer attention and deliver the only media marketplace with 100% premium supply for brands. With a suite of exclusive cross channel advertising solutions, it is the choice for leading brands looking to drive meaningful customer connections across mobile, desktop, connected television, and social. Focused on performance, Kargo helps the world’s largest advertisers achieve incremental brand lift and higher returns on ad spend. For publishers, Kargo’s proprietary platform maximises revenue per impression through unique creative and targeting solutions.
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.
