In 2025, connected TV (CTV) will revolutionize advertising yet again, offering marketers a blend of massive reach and performance-driven results. Its power to connect broad audiences with lower-funnel impact makes it the ultimate game-changer in modern marketing.
For years, connecting TV advertising to mobile performance – like app downloads or purchases – was a guessing game. But with the evolution of CTV, advertisers can now link TV ad exposure directly to mobile actions, bridging the gap between the biggest screen in the home and the smallest.
The streaming landscape is rapidly expanding, with over 2,000 streaming services vying for US consumers’ attention. This surge has not only increased content availability but also heightened competition and subscriber churn. Samsung Ads’ data shows that, for every active user on a streaming app, eight users churned last year. This poses a significant concern, complicating media planning and monetization.
Viewers – and ad buyers – are giving FAST channels a chance. Still, the FAST channel market has a long way to go, says Michael Scott, VP and head of ad sales & operations at Samsung Ads.
In today’s newsletter: Meta will shutter news benchmarking service CrowdTangle; Reddit rolls out a new ad format to monetize its user activity; and the ANA readies a report analyzing the programmatic supply chain.
Gamers’ affinity for ad-supported content presents a golden opportunity for brands
For advertisers itching to use automatic content recognition (ACR) to target their messages to gamers on their CTVs, 2023 may be their year. The expected expansion of in-game advertising to console games this year should unlock more applications of ACR data in gaming.
You’ve heard of bring-your-own-beer (BYOB). But are you down with bringing your own media (BYOM)? On Tuesday, Samsung Ads announced a new product, Total Media Solution, to help more marketers manage their connected TV buys holistically. It’s dubbing its strategy BYOM to help emphasize the tool’s managed-service component.
Samsung Ads is adding to its AVOD toolkit. To provide brands a way to buy media using their own first-party data sets, it set up the Samsung Onboarding Partner Program. Built with data management platform (DMP) partners, the program allows advertisers to plan and activate advanced TV campaigns based on these audience insights. The program is […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Swetha Basavaraj, Director of Product, Data at Samsung Ads. The endless discussion about the loss of identifiers for digital advertising really isn’t interesting anymore. Everyone already knows their cookies will crumble sooner or later. Everyone […]
