Samsung Ads’ Scott Takes Outcome Promise To CES
With Thanksgiving coming and going, the holiday season looming and the end of the year in sight, the digital industry's minds turn to... the Consumer Electronics Show (CES).
In recent years, the annual January shindig in Las Vegas has become about more than just the latest gadgets, with executives from media, marketing and other companies descending on the city to do deals and learn lessons.
Finding itself as a company at the nexus of those fields, Samsung will be at CES in force, including with its business unit that helps advertisers use its connected TVs to promote their products.
So, what discussion does Samsung Ads expect to hear at CES?
"Savvy marketers have really leaned into the ability for advanced television deliver targeted audiences, much like they're used to seeing in the other digital platforms," says Michael Scott, the head of brand sales for Samsung Ads in North America.
"What I think you'll start to see with these advertisers ... is really understanding how to take those medium measurements and tie it to (business) outcomes.
"We think, for brands, this becomes incredibly important for them as they try and really improve their ROI and their ROAS, return on advertising spend." Samsung Ads has data on the viewing habits of 45 million US owners of Samsung Smart TVs plus 200 million connected devices.
The business unit is able to understand actual viewing, whether it be linear or OTT, using automated content recognition (ACR) that can identify shows being watched on screen.
It is aiming to show how mixing linear and connected TV ads can drive best results, claiming to have improved a car dealer's store visits by 140%.
Scott says the use of Samsung TV Plus, the company's on-screen UI for accessing free TV channels, will grow in the year ahead.
"Samsung TV Plus launched last year, has over 65 channels of live linear content with more to come in 2020, and the engagement rates that we see are tremendous," he says.
"Sixty percent of the audience are cord cutters.
It acts as their cable television without cable television." This video is part of the Beet.TV series title the Road to CES 202, a preview of the topics expected to be explored in Las Vegas in January.
The series is presented by Samsung Ads.
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