LONDON – Samsung knows what you use your TV for – now it just needs to encourage advertisers to use that data.
The electronics manufacturer’s Samsung Ads division has access to viewing data from 45 million US owners of Samsung Smart TVs plus 200 million connected devices.
The business unit is able to understand actual viewing, whether it be linear or OTT, using automated content recognition (ACR) that can identify shows being watched on screen.
Samsung Ads VP Alex Hole tells Beet.TV in this video interview: “Samsung people, such as ourselves, can observe the total TV watcher – linear TV plus OTT viewers, … when people are playing games and other devices that are plugged into the TV. So that gives us a huge amount of insight…”
Samsung Ads will be part of Samsung’s giant attendance at the forthcoming Consumer Electronics Show at Las Vegas in January.
Asked what he hopes the conversation will be, Hole says:
- “We need to educate advertisers and marketers around this brand new, fairly nascent industry in Europe.”
- “We need to educate around the nuances of working with different countries across Europe.”
- “We need to unify around measurement and standards. It’s really clear that as we build this business, generally as an industry, we need to make sure that brands and advertisers have trust, they have total transparency in what we do.”
Hole was interviewed by Furious Corp CEO Ashley J. Swartz.
This video is part of the Beet.TV series title the Road to CES 202, a preview of the topics expected to be explored in Las Vegas in January. The series is presented by Samsung Ads. For more videos please visit this page.