LAS VEGAS — These days, consumer electronics makers at CES don’t just show off their latest TV hardware. Some also demonstrate their capabilities in media and advertising services.
In this video interview with Beet.TV, Justin Evans, Global Head of Analytics & Insights, Samsung Ads, explains how the company is launching new services to help advertisers benefit from its position as one of the pre-eminent TV manufacturers.
The interview was conducted by Mike Shields, CEO, Shields Strategic Consulting.
Optimal Reach for Linear, Streaming
“It’s clear that there’s a lot of growth to go in the streaming revolution, especially for advertisers,” Evans says. With $4 billion a year shifting from traditional budgets into streaming TV, advertisers are grappling with a critical challenge: accurately measuring the overlap between linear and streaming audiences. To tackle this, Samsung Ads is launching Optimal Reach.
“Optimal Reach is going to measure client campaigns and de-duplicate linear and streaming, and find out not only where they’re duplicating each other and creating waste, but also where they’re unexposed audiences,” Evans says.
He says advertisers are consistently missing “40% of their audience, even with linear and streaming.” This tool aims to measure that gap and deploy machine learning to create targeted solutions, filling in the audience voids.
A New Panel for Granular Data
Last year, Samsung Ads introduced a new viewer panel, TV & You Community, drawn from opted-in TV viewers.
“We’re expecting it to unlock a lot of granular information about streaming behaviors, what shows people prefer, how the overlap between linear and streaming from an advertising perspective is happening, and then also the person’s level data,” Evans shares. This innovative approach aims to provide Samsung clients with authoritative co-viewing data and demographic information about streaming that has previously eluded advertisers.
In a world awash with data, pinpointing what can truly make a difference is paramount. The lower funnel application of both these technologies is particularly exciting for clients looking to leverage streaming television for performance metrics,” Evans claims. “We’re seeing 200% lift in app opens, 200% lift in website visits in gameplay, a hundred percent lift in store visits, and we’re seeing this reliably,” he reports.
Insights to Action
Samsung Ads is a media and advertising sector division of Samsung Electronics. It leverages Samsung’s extensive data from its smart TVs and connected devices to provide targeted advertising solutions.
By analyzing viewing habits and device usage, Samsung Ads delivers optimized ad experiences to consumers.
The ability to not only provide insights but also act on them sets certain media companies apart.
“The advantage of being a media company with a lot of data that you can provide to clients is that unlike a measurement company, you can actually action on the data,” Evans remarks.
You’re watching “How Advertisers Can Intentionally Connect with Audiences across the Ever-Evolving Ecosystem,” presented by Samsung Ads. For more videos from this series, please visit this page.
