Samba TV expands to Australia after triple-digit YoY revenue growth
Samba TV, a global leader in television technology and omniscreen advertising and analytics, has expanded to Australia following a year of significant growth.
The company said its Australian business more than doubled in revenue year-on-year (YoY) and appointed key hires to support business growth, Tom Parsons as head of client & data partnerships, Damien Tang as data solutions director, and Simeon Swain as commercial lead – programmatic & audience.
The expansion in Australia is part of Samba TV’s global growth strategy and comes off the back of recent announcements of increased investment in Germany, France, and the UK.
The trio will join Samba TV to further drive the adoption of the company’s ACR first-party viewership data. This will enable advertisers, agencies, broadcasters, publishers, and measurement firms looking to achieve incremental impact beyond their linear TV buys to effectively measure across all screens and deliver more seamless viewing experiences.
In April, Yahoo partnered with Samba TV, with the new deal providing advertisers with a holistic cross-screen view, connecting traditional offline television audiences with the online world.
“We’re very pleased with the strong momentum and growth across our business globally,” said Samba TV CEO & co-founder, Ashwin Navin. “With 92% of linear ad impressions in Australia repeatedly served to the same 55% of households, the opportunity for the industry to innovate and deliver better omniscreen TV planning, activation, and measurement has never been greater.”
“Australia is a dynamic market where advertisers are focused on innovation to provide the best possible experience for consumers who are watching TV across more platforms with more flexibility than ever before,” said Yasmin Sanders, managing director of Australia at Samba TV. “We’re on a mission to continue introducing innovative ways for advertisers to achieve deduplicated incremental reach and omniscreen addressability by leveraging our TV viewership data. I am thrilled to have Tom, Damien and Simeon join us during such a pivotal and exciting time for our business. Their combined experience in digital, data, advanced TV, and measurement will be instrumental in taking our success to the next level.”
As head of client & data partnerships, Parsons will oversee commercial partnerships with advertisers, agencies, broadcasters, platforms, publishers, and measurement firms looking to integrate Samba TV’s proprietary data and access advanced omniscreen analytics to achieve better attribution and efficiency. Tom joins Gracenote, where he was VP of Sales and oversaw APAC growth and business development for global broadcasters, streamers, and Smart TV companies. He also held cross-functional leadership roles for commercial product integration across the Gracenote-Nielsen organisation.
In addition to his expertise in content discovery and personalisation, Parsons will bring to Samba TV his rich commercial experience, stemming from his time at Perform Sports Media and Deltatre.
“Premium content and access is continuing to scale and Connected TVs are cementing their position as the centrepiece of the Australian household,” said Tom. “Samba TV is uniquely placed to enable Australian media brands and companies to flourish and win through powerful data and analytics. I’m excited to spearhead that vision with this talented team.”
Tang, in his role as data solutions director, will lead data integrations, and client solutions, overseeing operations for Samba TV’s programmatic audience offering. He will work alongside Parsons to incorporate Samba TV’s data and analytics into the technology stacks of partners. Tang joins from Carsales/Audience360, where he was the audience & data commercialisation lead. He also worked across data and measurement at some of Australia’s largest media organisations, including Foxtel, NewsCorp, and Seven West Media.
Tang said, “The opportunity for brands to use Samba TV’s data sets to create better ad experiences is huge – the company’s ACR powered first-party data is unique, rich and actionable. This is an exciting step for me because first-party data is my passion and I cannot wait to join Samba TV’s journey.”
Swain joins as commercial lead – programmatic & audience to manage programmatic sales and drive new commercial opportunities, with a focus on enabling advertisers to achieve effective omniscreen programmatic audience targeting and incremental reach. He brings to Samba TV strong agency relationships, programmatic expertise, and a proven track record of scaling commercial success from his time at Criteo and AdRoll/NextRoll.
“Samba TV is on an impressive growth trajectory, which I believe is largely due to the company’s unique capabilities that are highly relevant for an industry that is hungry for future-proofed, privacy-first data insights,” said Swain. “I’m absolutely thrilled to join this foundational team and to bring that value to the Australian market.”
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topics
Ashwin Navin
Damien Tang
expansion
Samba TV
Simeon Swain
Tom Parsons
Yasmin Sanders
YoY growth
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