The challenge for Samsung has always been figuring out how to connect the advertiser’s data-driven monitors with other online platforms.
Samsung to the Rescue
To address this challenge, Samsung Ads is launching its Onboarding Partner Program. This will allow businesses to onboard their own first and third-party data.
This data is then compared to Samsung Ads’ first-party data. This allows marketers to understand exactly how their ads work across the Samsung Ads network versus their target population. And how about security?
The Samsung Ads system includes client information for the new program. Brands can utilize the data once they upload to design platforms and execute ads throughout the Samsung Ads network. In 2022, more partners will join.
“We’d seen a lot of clients who thought there was a knowledge gap surrounding the streaming ecosystem and the value they were getting from it,” said Justin Evans, Samsung Ads’ Global Head of Analytics and Insights. “They can offer us a segment that is crucial to their strategy through the Onboarding Partner Program, and we can give them insights into how that segment uses AVOD. That customer will then feel more at peace and comfortable with the AVOD ecosystem and how their ads are doing inside it. This will lead to an increase in the amount of money they invest in AVOD.”
The 40 Rule for Samsung
Evans and Samsung are passionate about this issue. This summer, Samsung Ads released a paper dubbed “The Rule of 40,” in which they recommend that customers spend at least 40% of their spending on AVOD to reach their target consumers.
According to the study with national viewership statistics, too many brands’ existing ad spend does not account for how consumers watch TV now. So it is too heavy on traditional linear and too light on AVOD for too many brands. According to the study, brands risk missing out on crucial client prospects if they do so.
As those advertisers choose to engage in the AVOD ecosystem, they will be able to activate based on their categories, the people they regard as their best prospective consumers Evans explained.
Curated segments are crushing it.
Samsung has previously demonstrated the power of these tailored sectors.
Before this launch, they did some research, examining 200 campaigns. And what they found was that when clients used their data, conversion rates for foot traffic and website conversions were 161% greater than they were with other types of targeting. Conversion rates were 32 percent higher in categories like network and app tune-in.
Samsung believes there is now a “virtuous loop” in the ecosystem where the client leans into their data and gets good performance in return. This means they will continue to lean into their data since it is so effective.
With incremental reach, you can get more granular.
The Onboarding Partner Program may also provide more precise statistics on additional reach. This has become one of the most compelling reasons for companies to employ AVOD.
Brands can monitor how their AVOD purchases affect the various sectors they’re attempting to attract. Instead of just telling them “you got 63 percent incremental reach,” Samsung can now tell them “you got 63 percent incremental reach to that specific segment in the Samsung ecosystem.”
That’s a highly personalized view of their TV ad expenditure, and it’s something brands can benefit from.
On a larger scale, Samsung’s program provides a path for how companies may combine their first-party data with TV OEMs and other platforms to better understand how their advertising is succeeding.
It enables television reports with the same level of granularity as digital. The impending death of cookies makes digital granularity more challenging to obtain.
When you consider how much value marketers gain from the emotional connection produced by the sight, sound, and motion of a TV commercial, as well as the rise of more personalized TV data, we’ll likely see more ad dollars going from digital to streaming.
Conclusion
It’s just that easy. Easier, really, if you know what you’re doing…and even if you don’t! The built-in shortcuts are there. You just have to know where to look.
So start looking! Study the tutorial. Get with your IT people…and let the marketing folks in on it.
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