QMS Launches Australia’s First DOOH and TV Partnership with Samba TV 

SYDNEY - [27, March 2024] - Leading digital outdoor company QMS, today announced an innovative new partnership with Samba TV, the leading provider of TV technology for audience data and omniscreen measurement, that will empower advertisers to extend the reach and impact of their TV campaigns with Digital Out-of-Home (DOOH).

QMS will leverage Samba TV’s first-party TV viewership and ad exposure data, captured at a granular postcode level, and integrate it into QMS’ Q-Data platform to select DOOH inventory that extends TV reach in those identified postcode areas. This will give advertisers, whose campaigns are booked through a direct IO, a new way to build the reach of their campaigns, by strategically adding DOOH to under or over-exposed TV viewership postcodes.

QMS Strategic Sales Director Adrian Venditti said: “TV is a powerful tool for expanding reach and continues to play a major part in media strategies, however, growing viewership fragmentation poses new challenges for advertisers striving to connect with desired audiences across screens and platforms. The QMS and Samba TV partnership tackles this challenge by bringing together data and technology across two of the most impactful platforms in TV and DOOH.

“The partnership allows clients that have traditionally relied on TV to deliver the bulk of their reach to extend that reach even further, by adding DOOH as another screen within their omnichannel strategy. In essence, it’s about combining two broadcast channels to deliver maximum audience reach and campaign effectiveness,” he said.

Samba TV Australia Managing Director Yasmin Sanders said: “As the only independent first-party TV data provider in Australia, and the first to provide comprehensive TV data to plan and target DOOH, we’re excited to partner with QMS to empower advertisers with a compelling solution that extends audience reach across two highly impactful media channels.” 

About QMS

QMS is a leading digital outdoor media company, providing clients and agencies with dynamic and innovative advertising solutions, underpinned by the latest developments in technology and data. Connecting audiences through multiple touchpoints and customised data, we provide multi-platform engagement across our portfolio of premium landmark digital and traditional billboards, exclusive street furniture and airport locations.

QMS is proud to be the official outdoor media partner of the Australian Olympic Team for the Paris 2024 Olympic Summer Games, the Paris 2024 Paralympic Games and the Milan-Cortina 2026 Olympic Winter Games. This multi-year partnership will see QMS and the Australian Olympic Committee work hand in hand as we engage, inspire and unite Australians through the power and spirit of sport. 

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 100 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.