DOOH Advertising

Samba TV, GSTV team up in DOOH advertising technology

Samba TV, an audience data and omniscreen measurement provider, has partnered with GSTV, a video network with screens at tens of thousands of fuel retailers, to develop the measurement of DOOH advertising effectiveness.

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April 15, 2024

Samba TV, an audience data and omniscreen measurement provider, has partnered with GSTV, a video network with screens at tens of thousands of fuel retailers, to develop the measurement of DOOH advertising effectiveness, according to a press release.

The partnership includes a range of studies, including studies on reach between traditional TV and the GSTV platform.

"Our collaboration with GSTV unifies the impact of advertising effectiveness both in and out of the home," Alvir Navin, co-founder and COO at Samba TV, said in the release. "This partnership will help advertisers understand and optimize the unique and complementary reach that DOOH can contribute to a media plan."

"We are pleased to partner with Samba to bring real audience measurement innovation to the video advertising market," Eric Z. Sherman, EVP of insights and analytics at GSTV, said in the release. "As marketers seek to supplement traditional media investments in pursuit of incremental reach, it makes perfect sense that many are looking beyond the four walls of the living room, and that audience measurement has now followed."