Vevo and Samba Partner to Enhance TV Audience Targeting Across Premium Music Video Inventory in the UK
Integration brings Samba’s first-party TV data to Vevo’s premium library, enabling advertisers to manage audience coverage, reduce duplication and reach 30 million viewers across screens
LONDON, UK — 5 November 2026 — Vevo, the world’s leading music video network, and Samba, the global leader in Media Intelligence, have partnered to bring Samba’s TV audience segmentation capabilities to Vevo’s premium advertising inventory in the UK. This gives brands and agencies a more precise way to target audiences across an increasingly fragmented video landscape.
Through the integration of Samba’s proprietary TV data, Vevo delivers greater addressability across its premium inventory, enabling advertisers to create tailored audience segments and execute precision-targeted campaigns. Marketers gain a more effective way to optimise media efficiency by managing audience coverage and reducing duplication across screens. Advertisers can extend the impact of their TV campaigns through strategies including linear TV retargeting, TV audience extension and incremental reach against specific platforms.
“TV viewing has become more fragmented, but advertisers shouldn’t have to choose between finding the right audience and the quality of the environment where they reach them,” said James Cornish, SVP, International Sales & Partnerships at Vevo. “Vevo reaches approximately 30 million people in the UK, including 12 million through a TV screen. By bringing Samba’s audience intelligence into our ecosystem gives advertisers a powerful way to activate against broadcast-scale, professionally produced music video content built for the TV screen.”
At the centre of the partnership is a platform-agnostic approach to audience activation. Using geo-based audience signals within a privacy-centric framework, advertisers can build campaigns around the audiences they want to reach across platforms rather than planning separately within individual television and streaming environments.
The enhanced capabilities support:
Incremental reach: Identifying and reaching viewers on Vevo who may not have been exposed through specific television platforms or campaigns.
Tailored audience activation: Developing more precise audience segments that can be activated across Vevo at a meaningful scale.
Cross-platform planning: Building campaigns around target audiences rather than planning separately within individual television and streaming platforms.
“By bringing Samba’s data to Vevo, we’re giving advertisers the capability to find the TV audiences that matter across premium music video inventory.” said Andreas Dooley, VP of EMEA at Samba. “This is what modern television advertising should look like: premium content that layers on precise media intelligence to target audiences where they choose to watch.”
As TV viewing shifts from traditional channels to digital, the partnership offers a blueprint for modern TV planning, combining the high-impact engagement of premium music videos with the precise addressability of advanced TV data.
