Having the largest, most comprehensive source of TV data available in the market has tremendous advantages. In an interview with Beet.TV, April Denn, regional sales director for Samsung Ads, explains that with this data, the company is looked at to solve three main problems.
The first of these problems is to leverage this data and scale in order to drive incremental reach.
“Consumers are shifting and CPGs know that in order to continue to grow and develop their brands and gain market share, they need to be where consumers are,” says Denn.
Secondly, these metrics provide Samsung with the opportunity to provide a holistic and comprehensive view of consumers in order to help reduce duplication and further understand how the clients investments are working together. Lastly, and perhaps most importantly, their job is to then generate business outcomes and prove the effectiveness of these outcomes.
In order to do this, they’ve worked to get a better understanding of what the expectations are around performance. According to Denn, this typically varies with clients depending on their Advance TV and linear television strategies.
“I think where we’re seeing a shift with CPGs is making it more accountable and I think a lot of CPGs are being challenged to move away from media KPIs and start moving more towards business outcomes,” says Denn.
The data that Samsung gathers not only can tell them who their audience is and how they’re engaging with television, but also how effective they are at reaching those audiences.
In turn, these metrics can help them create a more targeted and meaningful strategy based on what kind of content they’re engaging with and how well they’re reaching this audience.
“Then we can actually do the math using real deterministic data to then look at things like their share of voice against their competitors and start honing in on the white space or playing where all the competitors are playing,” says Denn.
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.