After years of experimentation, ad agencies are finally getting serious about buying ads through connected TV (CTV) devices and over-the-top (OTT) TV services.

That is according to one man who can plug them directly in to the TV set itself.

Samsung Ads, a unit inside the giant Korean electronics manufacturer, tracks what audiences are watching on Samsung Smart TV screens, in order to provide targeting data to marketers.

“Our relationships with agencies at the high level have grown dramatically over those last three years,” says Samsung Ads’ head of agency development Joe Melaragno in this video interview with Beet.TV.

“We have very large partnerships in place. We’re integrated into some of the data stacks that the agencies have been building and our upfront relationships continue to grow.

“Agencies now are really starting to lean into CTV. It’s been in the pilot phase forever and they finally see it as a proven source of high-quality inventory and ways to solve their clients’ problems … That also can drive ROI that can be measured after the fact.”

Samsung Ads launched back in 2015 as “Samsung Smart TV Advertising”.

The business unit is able to understand actual viewing, whether it be linear or OTT, by running automated content recognition (ACR) on Samsung Smart TVs, to identify content that is actually being consumed.

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.

Melaragno describes the opportunity as “one-to-one targeted or addressable way in the language of TV”.

This video is part of a series produced at CES 2020 called Television Redefined, sponsored by Samsung Ads.  For more videos, please visit this page.