Samsung Ads has launched a television audience measurement tool with General Motors, just like it does on major streaming platforms, in order to boost the connected TV business.
The new product, which measures the combined impact of linear and CTV advertising campaigns, follows the launch of Samsung Ads’ demand-side platform in September.
Justin Evans, Samsung Ads global head of analytics and insights, said the Samsung Measurement offering should help marketers prove the impact of an advertising campaign on a low funnel. In other words, the analytics tool was designed to answer the age-old question of how advertising should be attributed to the connected TV age: Has an ad been seen? If so, did that view lead directly to a sale?
“People invest a lot of blood, sweat and tears to drive change on television [from] an age-gender ecosystem to an audience-based ecosystem. And we can quantify how well that works, ”said Evans.
Samsung has sold over 50 million smart TVs in the US. The company is now strengthening its streaming ads business as competitors like Amazon Fire TV, Roku, and Vizio expand their platforms to capture the growing amount of CTV advertising dollars.
According to eMarketer, CTV ad spend is projected to be $ 8.11 billion in the US by the end of 2020 and $ 11.36 billion in 2021. Total spending is projected to reach $ 18.29 billion by 2024, according to the research firm.
General Motors is testing Samsung Ads’ measurement scheme through integration with Polk Automotive Solutions from IHS Markit. The solution, called Samsung Measurement, provides reports on areas such as incremental reach and revenue attribution for ads served on linear TV and streaming services. GM and other auto advertisers can then use Samsung Measurement’s insights to optimize campaigns on performance targets such as cars sold and audiences reached.
Andy Fisher, director of Merkury Advanced TV at Merkle, who represents GM, said advertisers are trying to understand how to operate as linear viewership decreases and streaming grows rapidly. “Everyone wants the accuracy and speed of the connected TV, as well as the measurement of the connected TV. It’s a race to find out how to do it, how to operationalize, and how to figure out the budget. Everyone wants that; Everyone wants to know the best way to spend their next dollar, ”said Fisher
Samsung Measurement is based on Automatic Content Recognition (ACR) data from “tens of millions” of activated Samsung Smart TVs, Evans said. ACR data tracks what people watch on their smart TVs, whether it’s delivered through a set-top box or over-the-top.