Hawk, a leading European player in digital omnichannel advertising, recently acquired by Azerion, announced a strategic partnership with Samba TV, the leading provider of TV technology for audience data and omniscreen measurement.

For the first time, Hawk’s platform will give advertisers and agencies access to Samba TV’s Geo Audience data and insights to enable greater omnichannel targeting effectiveness for brand exposure and incremental reach. The multi-market collaboration will initially roll out in the UK, followed by France and Germany. 

Hawk’s demand-side platform (DSP) will ingest Samba TV’s first-party Geo Audience data, powered by automatic content recognition (ACR) technology to give advertisers privacy safe, compliant, and unbiased insight into TV advertising reach analysed at a geographic level. With a deterministic view of a brand’s TV ad exposure at a postal district level, advertisers can optimise targeting in those areas and achieve incremental reach by activating across other media channels, such as on connected TV (CTV), audio, and digital out-of-home (DOOH). This unique geographic approach gives advertisers a smarter way to synchronise targeting across multiple media channels for greater impact and return on ad spend.

“A unified and holistic approach to omnichannel targeting is key to unlocking incremental reach in today’s fragmented advertising landscape,” said Samba TV’s VP of international customer success Jay Fowdar. “The integration of Samba TV’s TV Geo Audience data with Hawk’s omnichannel platform gives advertisers a fresh perspective on viewership behaviour to achieve impactful audience reach at a granular level across multiple media channels. As audiences become more fragmented across screens and thereby harder to reach, it’s all the more imperative for advertisers to utilise a more precise, relevant, and scalable approach to omnichannel targeting.” 

“We are thrilled to join forces with Samba TV to bring a new level of granularity and effectiveness to TV audience reach,” said Hawk’s managing director of UK and international Chris Childs. “Marrying Hawk’s omnichannel capabilities with Samba TV’s Geo Audience data allows brands to optimise their activity across (CTV), audio, and DOOH to maximise their reach across the most tactically relevant locations. This impactful data enables brands to build bespoke and critical location strategies across their entire digital advertising plan.”