A strategic partnership has been announced between Hawk, a prominent player in digital omnichannel advertising in Europe, and Samba TV, a top supplier of TV technology for audience data and omni-screen measurement. Azerion recently acquired Hawk. Hawk’s platform will provide advertisers and agencies with access to Samba TV’s Geo Audience data and insights for the first time, facilitating more effective omnichannel targeting for increased brand exposure and incremental reach. The multimarket partnership will launch in the UK first, then in France and Germany.
With the help of automatic content recognition (ACR) technology, Hawk’s demand-side platform (DSP) will process Samba TV’s first Geo Audience data, providing advertisers with objective, compliant, and privacy-safe information about TV advertising reach examined at the geographical level. Advertisers can maximize targeting in those areas and attain additional reach by activating across other media channels, such as connected TV (CTV), audio, and digital out-of-home (DOOH), with a deterministic view of a brand’s TV ad exposure at the postal district level. With the help of this innovative geographical strategy, advertisers can more effectively synchronize targeting across a variety of media channels for a higher return on investment.
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Samba TV’s VP of international customer success Jay Fowdar said,
A unified and holistic approach to omnichannel targeting is key to unlocking incremental reach in today’s fragmented advertising landscape. The integration of Samba TV’s TV Geo Audience data with Hawk’s omnichannel platform gives advertisers a fresh perspective on viewership behaviour to achieve impactful audience reach at a granular level across multiple media channels. As audiences become more fragmented across screens and thereby harder to reach, it’s all the more imperative for advertisers to utilise a more precise, relevant, and scalable approach to omnichannel targeting.
Chris Childs, Hawk’s managing director of UK and international added,
We are thrilled to join forces with Samba TV to bring a new level of granularity and effectiveness to TV audience reach. Marrying Hawk’s omnichannel capabilities with Samba TV’s Geo Audience data allows brands to optimise their activity across (CTV), audio, and DOOH to maximise their reach across the most tactically relevant locations. This impactful data enables brands to build bespoke and critical location strategies across their entire digital advertising plan.
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