Captify Australia, the leading search intelligence platform for the open web, and Samba TV, the leading provider of TV technology for audience data and omniscreen measurement, today (March 19th, 2024) announced the integration of Captify’s Search Intelligence with Samba TV’s smart TV viewership data to create Australia’s first search and TV measurement solution. The partnership brings together two major independent sources of search and TV data to create a solution that is both cookieless and audience-centric. 

Captify can now leverage Samba TV’s first-party data on viewership and exposure to TV advertising to measure the organic connection between a consumer’s TV ad exposure and their online search behaviour. The solution provides richer data points and actionable 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.” 

“What the integration of Captify and Samba TV’s data brings to the market is a cookieless solution that addresses fragmented media planning and measurement,” said Samba TV Australia managing director Yasmin Sanders. “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 FIFA23 to the newly rebranded name of FC24. Captify and Samba TV provided EA Games with the unique ability to measure the impact of households exposed to their TV ad on search behaviour. By understanding who and where those audiences with high purchase intent are, EA Games was able to optimise its cross-channel investment more effectively to reach incremental audiences who are in the market for its new video game. 

"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."

“We worked with Captify for EA’s rebranding campaign for EA FC 24, where we needed to deliver our new brand position to an audience who has been engaged with the same brand for 30 years,” said M/SIX APAC associate director Jordan Ingleton. ”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.”