Samsung Ads Enables First Party-Data For Smart TV Ad Campaigns

Samsung Ads rolled out the Samsung Onboarding Partner Program with leading data management platforms (DMP) and other onboarding platforms to help advertisers plan and buy TV ads using their first-party data sets. 

The program will provide advertisers access to the curated audiences through data management platforms that include Acxiom, Adobe, Experian, LiveRamp,Merkle, and Oracle. More partners are expected to join next year. The program is yet another addition to Samsung Ads’ growing AVOD offering pool. The onboarding partner program offers advertisers to plan and activate TV campaigns leveraging their first-party data, It helps them to gain higher returns (ROI) on their data investments.

Interesting Read: Samsung Ads Introduces Predictive Planner To Improve AVOD Ad Buys

Audience Advisor Accessibility

Advertisers planning to leverage the new program will have access to Samsung’s predictive planning tool -Audience Advisor.  This means that the media planning guidance will be based on advertisers’ preferred segments and own audience data as well as Samsung Ads’ proprietary first-party TV data. The Audience Advisor tool produces data-backed predictions of scale, reach, and ad frequency for future campaigns based on budget. These integrations will also be made available through the Samsung Ads DSP in the first half of 2022.

Justin Evans, Global Head of Analytics & Insights, Samsung Ads said,

“Now, marketers can activate their most valuable asset in the Samsung Ads Ecosystem, their curated audiences made up of their own combinations of first-party and third-party data.”

He further added,

“Data and audience-driven TV is the future for advertisers and Samsung Ads is committed to bringing to market new tools and partnerships for advertisers to leverage different datasets in a safe and secure manner across their media buys.”

Interesting Read: Trade Desk Partners With Samsung Ads For Programmatic CTV

Buy Your Own Data

Samsung Audience Advisor -a predictive campaign planning tool was launched in Q2, 2021. It allows advertisers to plug in any combination of first- and third-party data to understand the scale, behaviors, and time spent by their target audience in ad-supported video on demand (AVOD). 

AVOD lets brands quantify their reach opportunities and gain an understanding of how much reach and frequency they can achieve at various budget levels. Advertisers can get more reach, scale, and efficiencies when they curate audiences through one of the onboarded DMP partners with Samsung Ads.

By the first half of 2022, Samsung Ads will incorporate Onboarding Partner Program and Audience Advisor into its demand-side platform. Molly Lashner, Media Hub’s associate media director, in a statement,

“We’ve had success activating advertisers’ first-party data on the Samsung Ads platform and rely on partners like Samsung to create turnkey integrations like their Onboarding Partner Program. This allows us to gain greater insights into streaming TV audiences and make our CTV campaigns even more powerful.”

Samsung Ads enables advertisers to leverage their first-party data to deliver stronger campaigns and results while ensuring consumer privacy preferences. In an analysis of hundreds of 2021 ad campaigns, Samsung found promising results. Brands that leveraged their own data generated up to 161% higher conversion rates than campaigns that did not.  For entertainment campaigns, the audience advisor identified and targeted audiences who hadn’t been using a client’s product for some time. The tool found that this resulted in a 300% lift in conversion compared with audiences who were not exposed to the ad within the target segment.

Evans said that brands have started choosing partners who bring “substantial proprietary data to the relationship” as AVOD continues its share of total TV viewership. 

“We are seeing and expecting more advertisers to lean into the partnership with us because they’re attracted to the differentiated data and insights that we provide.”

Interesting Read: Demand Side Platform(DSP) Launched by Samsung Ads