Mumbai: Omnicom Media has partnered with Samba TV, the global leader in AI-driven media intelligence, for a first-to-market TV data initiative in India, aiming to transform how brands plan, measure, and activate media using Smart TV viewership insights.
Positioned as a milestone for India’s rapidly evolving advertising ecosystem, the collaboration integrates Samba TV’s advanced Smart TV data capabilities into Omnicom’s media planning, measurement, and activation suite. According to the companies, the move is designed to “solve the premiumization challenge of today” by bringing granular, real-time, and cross-platform viewership analytics to advertisers.
The partnership has already resulted in multiple active test projects, with client campaigns underway across the year. Major tier-1 advertisers have opted into field trials, signalling strong market appetite for elevated transparency and data-driven media solutions in one of the world’s fastest-growing advertising markets.
Central to this initiative is Samba TV’s extensive ACR (Automatic Content Recognition) infrastructure, which captures viewership patterns across millions of smart TVs. This enables Omnicom’s clients to access unprecedented insights into audience behavior, campaign performance, and overall media effectiveness.
By combining Samba’s data capabilities with Omnicom’s market-leading planning and activation platform, Omni, the partnership aims to set new standards for data-driven advertising in the Indian market. Both companies believe this initiative will accelerate the shift toward more accountable, insight-rich media strategies across the industry.
