Samsung Ads offers streaming ad exposure insights in Europe

Samsung Ads has introduced a notable planning capability to Europe with TotalView, which provides insights on which Samsung smart TV homes have been exposed to advertising within streaming services.

TotalView launched in Germany and the UK in beta last week. The product will launch in other European markets in the coming months.

The TotalView data set is already available in the US, albeit with slight differences.

“TotalView allows planners to understand where their ads were served and which audiences were reached,” the company points out.

Samsung already provides insights on which streaming apps a household watches, how often and for how long.

If they want, planners can combine these two datasets to better understand the streaming behaviours of exposed or under-exposed audiences and use this to seek incremental reach.

Planners can also use the Samsung Ads insights to retarget already-exposed households.

The company, which is the advertising arm of Samsung Electronics’ media division, has historically provided insights on ad exposure within linear broadcast TV.

TotalView means Samsung Ads can now provide a unified view of total ad reach across linear broadcast and streaming. Streaming includes broadcaster VOD (BVOD), streaming apps carried on Samsung smart TVs and FAST inventory within Samsung TV Plus.

Samsung home screen ads are also measured as part of TotalView.

TotalView will provide this unified view of broadcast and streaming reach on its 70m smart TVs in Europe. Currently this footprint includes 12m devices in Germany, 11m in the UK, 8m in Italy, 8m in Spain and 7m in France.

Samsung Ads does not disclose what this covers in terms of household reach.

Samsung Ads works with third-party data providers in its local markets (like Experian in the UK) to understand household demographics. Ad exposure measurement is enabled by Samsung’s proprietary ACR (automatic content recognition) and a combination of other signals.

Planners seeking incremental reach against linear broadcast could be pointed towards streaming services their non- or under-exposed target audience uses.

Geo targeting can be used with CTV to reach postal areas where the target group as a whole is under-exposed or to increase reach into target using postal areas that over-index against that audience.

The targeting can be achieved through Samsung inventory or buyers can go to their streaming service partners to find the geographies needed.

Finding incremental audiences

Summing up the new capabilities, Minai Bui, director of product marketing EMEA at Samsung Ads (pictured) says: “We can help find incremental audiences across streaming by showing who can be reached among non-exposed audiences.

“We do that by analysing their viewing behaviour and finding them via apps where we know they spend time.”

According to Samsung Ads, TotalView eliminates blind spots and provides a full picture of TV campaign performance.

“This new offering enhances Samsung’s existing pre-campaign insights, targeting and reporting capabilities,” it adds.

The TotalView dataset can be applied throughout the campaign lifecycle, from pre-campaign planning, where it helps identify untapped audiences and forecasts deduplicated reach, to in-flight activation for incremental reach, and post-campaign reporting

“By connecting these stages, TotalView enables advertisers to take a truly holistic and data-driven approach to planning, buying and measuring TV campaigns across the Samsung Smart TV ecosystem,” the company says.

Alex Hole, SVP and general manager at Samsung Europe and MENA comments: “Samsung has a unique vantage point on how viewing behaviours are evolving across linear and streaming.

“Our large-scale audience insights mean we understand not just what viewing behaviours look like today, but how they’re evolving over time.

“With TotalView we are empowering advertisers to navigate the new TV landscape with greater clarity and confidence.”

Also published in: The Media Leader