When it comes to helping customers focus on their business objectives, Samsung Ads boils it down to two key ideas: reach and response. In an interview with Beet.TV, Justin Evans, global head of analytics and insights at the company explains just what this entails.
From a reach perspective, Evans says that clients are anxious about missing out on customers if they simply reuse last year’s linear plan. They also express concerns about the streaming ecosystem in general because it’s relatively new and there’s plenty to be unfamiliar with.
“We try to remind our client that they can achieve the precision of targeting and scale with ad-supported streaming,” says Evans. “In our platform, we’re able to reach more people than any other platform except the big four broadcasters, and 5 million of our daily users are cord-cutters, so we’re able to help the clients manage those anxieties by reaching their linear viewers and cord-cutters with precision and at scale.”
In terms of response, Samsung Ads tries to focus the customer on their business objective, which is essentially what happens after the reach is achieved. This might include honing in on brand awareness, website searches, store visits and offline sales.
For Samsung ads, this formula equated to helping clients achieve 100 million conversions in 2019.
“I think the real message for clients is, as much as the ecosystem is changing, they should think about television as of course linear and streaming,” says Evans. “But also think about television as a full-funnel solution where they can achieve broad reach and powerful response.”
Evans sees many clients approaching with the problem statement of spending a lot on linear and a lot on streaming but not knowing whether or not they’re working together. Samsung Ads has been increasingly trying to encourage clients to manage their linear and their streaming together in order to achieve greater results.
“The metaphor we use with clients when it comes to using linear and streaming together is the keyhole,” says Evans. “If you’re just looking at linear in isolation, or you’re just looking at streaming in isolation, it’s like peering through a keyhole. What we’re trying to do is open the doors and let clients manage video together holistically.”
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.