Samsung Ads, the consumer electronics giant’s advanced advertising platform, today introduced software tools for media agencies to manage and measure cross-platform video campaigns. The Samsung Ads Total Media Solution gives media buyers a more holistic view of ad exposure on TV networks’ linear and digital streaming apps.
The offering is built on Samsung’s demand-side platform (DSP) for programmatic media buying, which can include streaming app inventory that advertisers and agencies have negotiated directly with TV networks. Samsung calls this ability “bring your own media” (BYOM) to complement ad placements that use automated content recognition (ACR) data to tell which ads appear on the screens of smart TVs.
“We wanted to offer a solution that takes into account not just the linear ads that they’re buying using Samsung’s proprietary ACR data from our smart TVs, but also all the inventory that they’re buying in all of the new streaming apps,” Joe Melaragno, head of platform sales and agency development at Samsung Ads, said in this interview with Beet.TV.
Samsung Ads will showcase its Total Media Solution at its IAB NewFronts presentation on May 3 at 9 a.m. Eastern time.
One-Stop Shop for Media Buyers
Samsung Ads aims to provide advertisers with a “one-stop shop” as they manage, measure and optimize campaigns among a variety of media channels and viewing devices.
“This can both help to drive business outcomes, but also achieve that total audience reach across your linear buy as well as your buy in all these new streaming apps,” Melaragno said to Rob Williams, senior editor for Beet.TV. “We’re going to help to optimize the inventory on your behalf and we’re going to make sure that you reach that optimal reach and frequency across your holistic video buy.”
Samsung Ads developed the new tools as media buyers confronted a significant shift in people’s viewing habits. The pandemic two years ago led to a surge in sign-ups for streaming services as consumers sought out fresh programming while they were stuck at home. Meanwhile, media companies introduced or expanded their offerings of ad-supported video on demand (AVOD) and free ad-supported TV (FAST) apps that contributed to more audience fragmentation.
“We know that buyers are going work with each of these media companies in their own way. They’re going to want to negotiate their own pricing with each of them,” Melaragno said. “We wanted to offer the solution that allows them to bring that media that they purchased, whether it’s through the upfront or through the scatter market, and for us to help them manage it across their total audience on Samsung smart TVs.”
During this year’s upfront sales season, television networks this year are expected to showcase how their linear and streaming platforms complement each other in reaching audiences.
“We do anticipate that video buyers and video planners are going to spend far more in streaming than they ever have before,” Melaragno said, “but of course, due to economic uncertainty, there will still be some of a view towards the scatter market for certain types of advertisers and marketers. We want to make sure we have a solution that addresses both of those buyers.”