Samsung Ads has teamed with BrightLine to increase the availability of its actionable and dynamic video ad inventory. It will make it possible to concentrate more on results and performance. In order to enhance its free-ad-supported streaming TV (FAST), Samsung is the most recent smart TV manufacturer to incorporate BrightLine’s interactive ad capabilities into its connected TV (CTV) inventory. The partnership aims to CTV advertising.
BrightLine’s Commendable Client Roster
Major publishers BrightLine already works with include Warner Bros. and Discovery. Additionally, it collaborates with VIZIO, a rival to Samsung and a manufacturer of smart TVs in the US, to offer interactive commercials on its WatchFree+ FAST Service. As the largest TV manufacturer in the United States, Samsung expands Brightline’s clientele. Additionally, it provides a vital range of distinct audience data. BrightLine enables geo-addressable content, such as store locators or localized specials, to dynamically populate commercial overlays, which is the simplest form of personalization. BrightLine claims that interactive creatives may be tailored to a deeper level of understanding, such as viewing habits, thanks to Samsung, its unique audience, and other factors.
Samsung – BrightLine partnership insights
Using BrightLine’s new dynamic ad unit, Samsung Ads, which already runs interactive ads in its QR-coded shoppable online video inventory, goes above and beyond to offer live and customized ads. Additionally, it will provide on-screen polls, quiz sessions, and scrollable branded carousels. It will encourage participation and action from viewers straight from the TV screen. Additionally, it incorporates dynamic creative that has been modified using Samsung’s data footprint to include elements like dealership and shop locators. Samsung Ads’ inventory mix is smoothly integrated with Brightline’s exclusive interactive ad suite designed specifically for TV.
Furthermore, it makes it possible for Samsung advertisements to provide the most advanced interactive solutions. It also enables to round out the Company’s full lineup of in-stream, native, and cross-platform ads. For many years, Samsung has previously been able to operate Brightline extended units on its smart TV home screen. To broadcast the vendor’s in-stream video ads and experiences on its FAST Service Samsung TV Plus, Samsung is now able to do so thanks to the partnership’s recent expansion. It is the first partner of Samsung to provide interactive CTV commercials on Samsung TV Plus with a remote. With Samsung Ads reaching three out of four US households, Samsung also claims to be the largest single source of TV data.
Here’s what they said
Michael Scott, vice president of ad sales and operations, Samsung Ads said in the announcement,
CTV advertising has been about delivering the solutions brands need to achieve measurable results. Today, we’ve evolved to a point where CTV is now capable of delivering results beyond simply reach and awareness. With BrightLine’s advanced capabilities, advertisers are now able to engage consumers in a real-time dialog and exchange for the first time on Samsung Smart TVs.
He further added,
Now with access to Brightline, Samsung advertisers can take home screen engagement a step further with dynamic, engaging ad experiences that are designed to be actionable. As we progress towards a future where personalized and relevant advertising is not only the norm, but expected, actionable home screen ads will continue to be a crucial advertising tool for brands.
Mike Bologna, BrightLine’s chief accelerator stated,
BrightLine is helping partners like Samsung Ads deliver on the promise and potential of truly dynamic CTV ad experiences. Now that Smart TVs have become so much more than just a vehicle for video consumption, these new ad units provide opportunities for audiences to engage and take action directly from their screen, complementing the rich Samsung connected ecosystem.
Samsung Ads has rolled out a total media solution designed to manage and measure media buys across networks’ linear and digital streaming apps. The solution is a complement to traditional, linear upfront media buys by identifying unexposed audiences on CTV ultimately achieving total audience reach for advertisers. It will provide enhanced reporting capabilities in a single view that includes data on ad exposure in real-time that can be used to optimize reach and efficiency across the entire media buy.
Interesting Read: All You Need To Know About Connected TV Advertising!
What is BYOM? How does it work?
The new Total Media Solution allows advertisers to bring their own media in passing the torch to Samsung programmatic demand-side platform(DSP) to handle campaign management and reach and frequency optimization for streaming app inventory that has been negotiated directly with TV networks Samsung Ads calls the strategy “bring your own media” (BYOM) to support ad placements that employ automated content recognition (ACR) data to identify which ads appear on the screen of smart TVs. Joe Melaragno, head of platform sales and agency development at Samsung Ads, said in this interview with Beet.TV,
We wanted to offer a solution that takes into account not just the linear ads that they’re buying using Samsung’s proprietary ACR data from our smart TVs, but also all the inventory that they’re buying in all of the new streaming apps.
Interesting Read: A Look Ahead: Convergence Of Linear TV And Digital TV Advertising
One-Stop-Shop For The Marketers
Samsung Ads offers marketers a “one-stop-shop” for the management, measurement, and optimization of campaigns across multiple media channels and devices. Having a one-stop shop for cross-platform campaigns, like the Total Media Solution within Samsung Ads’ DSP, means a more efficient workflow. Several DSP partners, such as Adobe, Experian, and Merkle, also offer access to curated audiences in a simplified and privacy-safe manner. Melaragno told Beet.TV,
This can both help to drive business outcomes, but also achieve that total audience reach across your linear buy as well as your buy in all these new streaming apps. We’re going to help to optimize the inventory on your behalf and we’re going to make sure that you reach that optimal reach and frequency across your holistic video buy.
Samsung Ads developed new tools for media buyers in response to a significant shift in viewer behavior. There was a surge in streaming services following the pandemic in search of new programs. Meanwhile, media companies continued to offer ad-supported video on demand (AVOD) and free ad-supported TV apps (FAST) which contributed to audience fragmentation. Buyers will work with every media company and will negotiate the price with them on their own terms, Melaragno said,
We wanted to offer the solution that allows them to bring that media that they purchased, whether it’s through the upfront or through the scatter market, and for us to help them manage it across their total audience on Samsung smart TVs.
As quoted by Adexchanger, he also added that the pre-upfronts timing is intentional.
Advertisers are thinking about their next upfront cycle [right now], and Samsung Ads can help them optimize across all buys they’re [already] working on through current partners.
The company will exhibit its Total Media Solution at the IAB NewFronts presentation on May 3 at 9 a.m. ET. With Total Media Solution, Samsung Ads wants to assist advertisers in understanding and planning media budgets based on the shifting balance between linear and streaming audiences.
Interesting Read: AVOD strategy For Netflix Ahead: Should Advertisers Rejoice?
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
Samsung Ads constructs a Connected TV predictive planner to help advertisers reach a particular audience in the AVOD space. The tool will help brands measure the scale, behavior, and time their targeted audience spends with ad-supported videos.
The analytical device, called ‘Viewers Advisor’, will utilize Samsung’s first-party data mixed with third-party information and will provide an insight to the businesses on how the audiences are spending time on AVOD along with their content preferences. The device can also be used for concentrating on Samsung buys across all budget levels.
As quoted by Adweek, Justin Evans, global head of analytics and insights for Samsung Ads said,
A lot of players were articulating that they were aware it’s an urgent need for them to be present in AVOD, but they felt they did not have the specific detailed understanding about how their audiences use AVOD—or even whether they do.
Our providing that type of information on a very specific deterministic basis was an important way for them to understand how to navigate CTV
How Will The Viewers Advisor Help The Advertisers?
`This device will help businesses in sectors like Auto, E-commerce, and CPG. Generally, brands can identify how and where target viewers watch TV when they upload first-party data or third-party data.
On the other hand, Samsung will assist to track viewing behavior using ACR technology and identify AVOD viewers in the target audience. In addition, it will also help brands understand the behavior of the target audience such as how many apps they use each day and at what times.
As per eMarketer, in 2021 advertisers will increase their upfront CTV video ad spending to $4.51 billion and expects to see nearly $6 billion in 2022. Samsung has 13 million heavy e-commerce consumers within its platform. Out of which 9 million consumers are classified as mostly streamers who spends 85% of their time watching CTV content. Half of them are focused on AVOD with viewers watching an average of 1.3 hours of AVOD per day.
As quoted by Ad exchanger, Justin Evans said,
“We’re in a position to paint a portrait for the advertiser of what the viewers’ advert expertise goes to be within the AVOD ecosystem. The attain and frequency profile we offer is about what sort of promoting success the consumer can obtain inside the Samsung ecosystem.”
Similar News: Demand Side Platform (DSP) Launched By Samsung Ads
As reported by Adweek, Samsung’s AVOD offering will provide advertisers complete insights into the experience their targeted customers will have in AVOD which would make them comfortable to make investments and profits in this space and instruments. Viewers Advisor is the latest addition to Samsung’s AVOD ad offerings. Earlier also, the CTV company had added new ad experiences to enhance AVOD offering Samsung TV Plus.
Evans stated to Adweek that they are encouraging advertisers to spend a large part of their budget on AVOD.
“We see audiences spend larger chunks of their time in AVOD, and this capability tells advertisers how to spend that money wisely.”
Interesting Read: All You Need To Know About Connected TV Advertising!
The Trade Desk announced a collaboration with Samsung Ads, a platform for advanced TV advertising solutions that can aid Indian marketers to reach millions of engaged viewers all over the open internet. The Trade Desk platform will provide marketers access to Connected TV (CTV) inventory on Samsung Smart TV, offered through its free, ad-supported on-demand (AVOD) streaming service, Samsung TV Plus.
The collaboration will enable marketers to measure their advertisement campaigns efficiently compared to linear TV. The marketers can compare and measure the ad opportunities across the channels on the open internet by applying the same level of data-driven insights on any digital marketing advertising but in a transparent way.
Related Article: All You Need To Know About Connected TV Advertising!
Trade Desk is expanding CTV advertising options to India’s open internet market such as over-the-top (OTT), music streaming, and mobile apps. India’s programmatic-first market is growing rapidly, with a prediction of 74% of total digital ad sales to be programmatic by next year. Prabhvir Sahmey, senior director, Samsung Ads, said,
India is the first market where we are launching a programmatic first strategy. Our collaboration with The Trade Desk is integral to facilitating wide access to our inventory, offering brands the opportunity to extend their reach in a premium, brand-safe environment – the biggest screen in the house.
A report estimated that CTV will reach over 40 million households in India by 2025 from about 7 million today. The growth of Connected TV is phenomenal and the engagement levels are higher compared to smartphones. For marketers, CTV is a brilliant opportunity and the biggest segment for advertising investment.
Therefore, more spending is witnessed on programmatic advertising. Tejinder Gill, general manager, The Trade Desk in India, said,
Indian marketers are increasing their spends on digital advertising and steadily turning to programmatic advertising, which offers real-time measurement and better control over ad frequency. CTV, which is rapidly gaining adoption among consumers, is one of the best platforms in India for programmatic advertising
He also added –
As CTV advertising does not rely on third-party cookies, marketers can also measure and compare the effectiveness of their CTV advertising with other channels on the open internet. We will leverage our global expertise to pioneer CTV advertising on the open internet in India, starting with our collaboration with Samsung Ads
Interesting Read: CTV Advertising To Reach $21B In 2021 In The United States!