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September 14, 2023

Samba TV and Mediaplus expand strategic partnership to launch first-of-its-kind measurement solution in Germany


The partnership harnesses Samba TV’s data to enable holistic TV measurement foradvertisers and publishers

London / München, 14. September 2023 – Samba TV, the leading provider of TV technology for audience data and omniscreen measurement, and Mediaplus, one of Germany's preeminent media agencies, are launching AQIS+TV, a new reporting dashboard that enables advertisers and publishers to achieve greater ROI from their TV investments.

The two companies have achieved joint success using Samba TV’s linear TV viewership data from a panel of millions of households to inform more effective omniscreen activation. The expansion of this partnership marks a new milestone – in response to growing appetite in the market, Samba TV is accelerating its focus on TV data and measurement in Germany. The company’s technology is integrated in more than 20 smart TV brands and 48 million smart TVs worldwide. In Germany, Samba TV has 1.6 million smart TV households, out of which the representative research panel is more than 100x larger than what most advertisers use today. The panel is robust, covers both streaming and linear TV, and delivers ratings in a matter of seconds instead of days or weeks. Viewers must opt-in through their TVs to be part of the Samba TV panel so that content and advertising from linear TV, video-on-demand (VOD), and streaming can be measured to produce real-time insights of the industry to improve programming and advertising decisions.

Mediaplus is utilizing SambaTV’s viewership data for holistic, cross-platform measurement and optimization of their TV and digital advertising. The new AQIS+TV reporting dashboard leverages Samba TV's ad exposure data and viewership insights, combined with data from large online panels, to quantify reach and under-exposed audiences. Advertisers and publishers will be able to measure the combined impact of theirTV and digital advertising and optimize to achieve better performance.

"Our partnership with Mediaplus meets a growing demand for TV audience insights amidst massive change in viewing behavior as consumers flock to an exciting wealth of options we enjoy from streaming services, as well as from broadcast TV and video-on-demand," said Samba TV Co-founder and CEO Ashwin Navin."We're excited to innovate with Mediaplus to develop media plans thataddress this change, and establish a new standard for how Germany’s advertisinglandscape will operate in the future."

"At the heart of every successful campaign is comprehensive data," says Tobias Wegmann, CTO at Mediaplus. “With Samba TV, we are the first media agency in Germany to have a strong partner enabling us to give our customers a strategic advantage in this innovative way.”

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 currency-grade measurement has future-proofed advertising for the next generation, empowering advertisers to connect with their audiences on any platform, across every screen. www.samba.tv

About Mediaplus

Mediaplus Group was founded in 1983 as a subsidiary of the Serviceplan Group. As the world's leading independent media agency, with around 3,000 employees in 44 locations, we help our clients achieve sustainable growth by optimizing media investments in real time. We also enrich our strategies with insights into media usage and purchase behaviour, as well as brand and product interests. With our global capabilities in social, performance, commerce, programmatic and traditional buying, we target consumers with precision and bring greater effectiveness to our clients' communications, including Siemens, BMW, De'Longhi, Jack Wolfskin and Nikon. www.house-of-communication.com

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