Energy Australia, financial service providers and food services brands have been among the first to jump on a new offering from QMS and Samba TV that merges digital out of home (DOOH) advertising with granular TV viewership data.

Launched in March this year, the service utilises Samba TV's first-party TV viewership and ad exposure data, captured at a granular postcode level, and integrates it into QMS' Q-Data platform. This integration allows clients to select DOOH inventory to extend the reach of their TV campaigns, target specific postcodes to address competitor share of voice, and optimise cross-channel frequency solutions.

The pair said their partnership has already attracted brands from various sectors, including Energy Australia and companies from the financial services, department stores, and food services sectors.

Energy Australia, for instance, has adopted the use of Samba TV through programmatic video to combat screen fragmentation, target light linear TV viewers, and deliver personalisation at scale.

"What excited us about the opportunity with our out of home partner QMS was the potential to use our first and second party data for targeted communications and experiences for both our customers and prospects beyond screens and into DOOH to ensure we maximise our campaigns through a multi-channel approach," explained Luke Simpson, Energy Australia's Martech Strategy & Enablement Leader.

The partnership aims to help marketers connect with desired audiences across multiple screens and platforms, addressing the issue of viewership fragmentation.

"By strategically adding DOOH to under or over-exposed TV viewership postcodes, we are seeing strong uptake of the QMS and Samba TV offering from agencies and marketers as part of their omnichannel strategies," said Adrian Venditti, QMS Strategic Sales Director.

"The uptake and interest to our combined offering with QMS comes as no surprise. Giving agencies and marketers a precise way to enhance campaign efficiency by expanding their omnichannel presence from TV screens to digital billboards is a game changer," added Yasmin Sanders, Samba TV Australia Managing Director.