Search intelligence platform, Captify, has partnered with Samba TV to create a new measurement solution that will allow advertisers to measure the impact of CTV campaigns of search beahviour across the whole consumer journey.

Captify can now utilise Samba TV’s first-party smart TV viewership data to measure the organic connection between a consumer’s TV ad exposure and their online search behaviour. The solution provides data points and insights that reveal the impact of campaigns across TV and search, enabling advertisers to optimise their cross-channel investment more holistically.

"Advertising on the big screen is a staple for impactful advertising, and the huge open web offers fresh and explicit search data sets,” said Captify Australia’s Managing Director Krish Raja. “We’re now able to connect household TV viewership data from Samba TV with Captify’s Search Intelligence in a way no other business can, giving Australian marketers the best of TV and search. We have received positive market feedback that this unique approach to cross-channel measurement will be the future.”

Samba TV Australia Managing Director, Yasmin Sanders, said the cookieless solution addresses fragmented media planning and measurement. “Together, we are connecting the dots between viewership and search behaviour to give advertisers a holistic way to reach highly sought after consumers and influence their purchasing behaviour.”

EA Games is the first brand to implement this new solution with agency M/SIX Australia, achieving a 31%+ Connected TV (CTV) search uplift in a campaign aimed at shifting its consumer’s search intent from FIFA 23 to the newly rebranded name of FC 24.

"Connecting gamers to the rebranded FC after decades of playing FIFA required a laser focused marketing approach,” said EA Games Head of Media APAC, Brett Covell. “Captify's search data, powered by Samba TV, meant that we could be granular with our targeting towards audiences. We targeted gamers in the living room environment where they were already searching for the game and enjoying previous iterations. This solution not only helped increase the search uplift of FC significantly, but we also saw a volume of gamers shifting away from searching for FIFA to FC in the audience group who were exposed to the ads via Captify's search data."

M/SIX APAC Associate Director, Jordan Ingleton, said the that EA’s rebranding campaign needed to deliver a new brand position to an audience that had been engaged with the same brand for 30 years.

”Captify was an incredible aid in developing our targeting strategy, employing tactics to uncover the audience for our messaging and providing clear results in converting users from the old branding to the new. We look forward to delivering deeper cookieless partnerships in the future," he said.