ENGINE Media Exchange (EMX), a leading end-to-end technology platform and programmatic solution, and Samba TV, a leading global provider of omniscreen advertising and analytics, today announced a new partnership delivering incremental reach measurement to advertisers in Australia to identify audience duplication and incremental reach opportunities across linear TV and broadcast video on demand (BVOD).

“As the advertising landscape rapidly shifts to CTV, marketers benefit from understanding the true reach and engagement offered by BVOD advertising,” said Michael Zacharski, CEO of EMX. “By partnering with Samba TV to bring true reach and frequency capabilities to our advertisers, our on-Screen measurement product now makes it possible to compare BVOD and linear TV campaigns simultaneously to significantly improve campaign results.”

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According to Samba TV’s State of Viewership Report, 95% of all linear TV advertising impressions in Q4 of 2021 were served to the same 55% of Australia’s households. This stark oversaturation of a shrinking audience further demonstrates the pressing need for advertisers to leverage first-party partners to understand the true reach of their campaigns and identify incremental audiences.

The partnership integrates extensive, privacy-compliant first-party television viewership data provided by Samba TV with EMX’s leading proprietary data platform. The integration allows advertisers to quickly and accurately assess the full impact of their TV media buy and identify opportunities for more effective incremental reach while eliminating waste and duplication.

“By partnering with EMX, we have been able to leverage unique audience targeting capabilities across all BVOD channels as well as receive some of the most detailed brand impact measurement insights that we have ever generated off an omnichannel campaign,” said Ben Lynch, Partner, Noisy Beast. “If this wasn’t enough the partnership between EMX and Samba TV provided our client (Suzuki) with clear and valuable insights into the incremental reach opportunity that BVOD provides linear TV activity.”

“Having been at the forefront of the CTV revolution in Australia, Samba TV has been a driving force behind the need to measure and amplify Total TV advertising through a scalable, programmatic solution,” said Samba TV Managing Director Yasmin Sanders. “This partnership with EMX ushers in elevated insights that allows the industry to understand true incremental reach across linear TV and BVOD platforms to better optimise their broader omnichannel marketing insights.”

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