If you are a Call Of Duty: Modern Warfare wizard, Cathy Oh may know about it. As global head of marketing and analytics at Samsung Ads, Oh boasts that her employer can see what 45 million owners of Samsung Smart TVs are doing on their sets.
Of course, it is all anonymized. But, for Oh, it is all about harnessing the power of automated content recognition (ACR) technology to identify what is being done on TVs, ultimately to help advertisers better target their messaging.
Samsung Ads, she says, launched back in 2015 as “Samsung Smart TV Advertising”. Now it claims to have 60% of the consumers visible via industry-deployed ACR technology, whether they ware watching live TV, VOD or playing a console game – in all, around 220 million connected devices.
So, how can those insights help brands? In this video interview with Beet.TV, Oh explains…
Gaming as a signal
“We are really focused on boosting awareness as well as tune-in,” she says. “We’re also looking at ‘How do we drive home entertainment?’ and gaming has been an incredible area for us.
“We’re able to match gaming titles, we’re able to look at gaming devices that are attached to the smart TVs as well and really see how we can develop some profiles of gamers, whether you’re a casual gamer or a daily gamer as well.”
Outcomes from ads
“We are zeroing in on conversion of sales, how are we driving and quantifying foot traffic, whether it is into retail space or directly to traffic to the website.
“And we’re also looking at, ‘How do we help develop what I’ll call audience profiles that are really unique?'”
Finding the unfindables
“We’ve helped identify, for many clients, what I’ll call the ‘unfindables’. These are consumers that they just never knew that they could reach.
“And this is by our ability to look at unique insights on our smart TV, the viewership that’s happening across OTT as well as SVOD and AVOD, as well as gaming. And then you also look at the activity that’s happening across their connected devices.”
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.