GSTV, a video network with screens at fuel retailers across the country, has partnered with Samba TV, a provider of audience data and omniscreen measurement. The goal of the partnership is to develop measurements for the effectiveness of DOOH (Digital Out of Home) advertising.
The collaboration between Samba TV and GSTV will involve a series of studies, including research on the reach of traditional TV compared to the GSTV platform. By combining their expertise, the two companies aim to provide advertisers with a better understanding of how DOOH can enhance their media plans.
Alvir Navin, co-founder and COO of Samba TV, highlighted the importance of measuring advertising effectiveness both indoors and outdoors. He believes that this partnership will help advertisers optimize the unique reach that DOOH offers and how it can complement traditional media.
Eric Z. Sherman, EVP of insights and analytics at GSTV, expressed his excitement about bringing real audience measurement innovation to the video advertising market. As marketers increasingly look for ways to extend their reach beyond traditional media, the partnership between Samba TV and GSTV will provide valuable insights into the impact of DOOH advertising.
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