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Mike Fletcher 

Samsung opens up connected TVs to European advertisers

Samsung opens up connected TVs to European advertisers

European advertisers can now access Samsung Ads’ video inventory programmatically via any preferred DSP after Samsung Ads Europe opened up the brand's premium AVOD service, Samsung TV Plus.

The media and advertising division of Samsung Electronics is also allowing advertisers in the UK, France, Germany, Spain and Italy direct access to its proprietary audience targeting and insight capabilities, powered by Automatic Content Recognition (ACR).

This means that advertisers can use granular data to manage the reach and the frequency of their campaigns across Samsung connected TVs.

Activated via third-party DSPs, advertisers will be able to both tap into these exclusive data insights and execute highly targeted, measurable campaigns across linear and connected TV (CTV).

All major DSPs are supported, including The Trade Desk, DV360 and Adobe.

For advertisers wanting to find hard-to-reach TV audiences at scale, Samsung TV Plus provides brands with a safe environment to run full-screen, in-stream video ads among curated long-form content. Ads within TV Plus are 100% viewable, with no scrolling or overlays.

Alex Hole, vice president of Samsung Ads Europe, said: “As TV viewership across linear and video on demand reaches new heights in 2020, it’s clear that the TV is still one of our most powerful tools for reaching the customer with engaging and effective advertising.

"We understand that programmatic buyers want seamless access to premium CTV audiences, and they want the flexibility to run video campaigns via their preferred DSP. This latest evolution of our programmatic offering means that we can now offer European buyers access to CTV programmatically and also harness the power of Samsung's proprietary ACR data to reach light linear viewers, families, gamers, and drive guaranteed incremental reach, all via one deal ID.”

The Samsung Ads Private Marketplace allows advertisers to target audiences by interest, with content bundles that allow them to reach Samsung TV Plus channels across genres like sports, lifestyle, entertainment, gaming and more.

This access to Samsung Ads’ ACR data will allow advertisers to understand where audiences lie and maximise targeting capabilities.

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