Kargo has announced a new partnership with Samba TV. 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 omni-screen measurement to unlock deduplicated incremental reach on top ofdigital 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 omnichannel campaigns”.
“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,” Samba TV Australia managing director Yasmin Sanders.
