Samba TV and Omnicom Media have announced a strategic research and development partnership to introduce Smart TV data capabilities in India’s evolving media landscape. The initiative has integrated Samba TV’s viewership intelligence into Omnicom’s planning, measurement and activation solutions.
The collaboration has led to active test projects with client campaigns throughout the year. It has also addressed the growing need for granular measurement, cross-platform insights and performance optimisation.
Major tier-1 advertisers have already joined field trials, indicating market demand for advanced, data-driven media solutions. The partnership has leveraged Samba TV’s ACR data infrastructure, which has captured viewership patterns across millions of Smart TVs, to provide deeper insights into audience behaviour, campaign performance and media effectiveness.
By combining Samba TV’s data capabilities with Omnicom’s Omni platform, the initiative has set a new benchmark for data-led advertising in India.
