Samsung Ads Spotlight, November APAC Edition

October also marked the occurrence of MIPCOM CANNES; the global market for entertainment content across all platforms, featuring world premiere screenings, keynote sessions, awards, and more. In addition to Samsung TV Plus hosting its own Content & Cocktail event, which included a number of panel sessions, Samsung TV Plus was thrilled to be a part of an additional panel "Emerging Giants: Tapping into LATAM and APAC Potential."

The session, showcased the explosive growth of free ad-supported streaming TV in emerging markets, particularly in the APAC and LATAM regions. Moderated by Sa Eva Niébé, Head of Research at Dataxis, the panel provided insights from Katrina Kowalski, Senior Vice President of International Content Programming and Acquisitions for Pluto TV and Paramount Pictures, and Ed Love, Head of Samsung TV Plus for ANZ & Southeast Asia. Together the panelists explored how these regions are reshaping the media landscape and becoming the next frontier for FAST.

In October, HP a leading technology provider partnered with Samsung Ads India to create awareness for their gaming laptop series, the Omen. Leveraging the data-driven capabilities of CTV, HP was able to precisely target their key audience - viewers of Samsung Smart TVs who enjoy an active lifestyle. The result? 

A remarkable 18M impressions, accompanied by a 12% increase in purchase intent & brand consideration metrics, and a 15% surge in awareness among those who viewed the campaign on Samsung Smart TVs. 

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As a member of the Video Future Collective (VFC), earlier in October, Managing Director for Samsung Ads, Australia, New Zealand, South-East-Asia Alex Spurzem joined Director of Customer Engagement at Foxtel Media Toby Dewar on stage at the Foxtel Group upfronts to discuss the future of video and addressing what truly matters to advertisers.

In addition to these discussions, two new VFC initiatives were announced that give advertisers the proof points and insights they need to invest more confidently in video. It’s all about collaboration, and making sure brands get the support they need to succeed in the evolving video landscape. The VFC's newest member Amazon Ads now joins alongside founding members Disney Advertising, Foxtel Media, Samsung Media, Samsung Ads, Special Broadcasting Service (SBS) Australia, Vevo and YouTube.

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In October, Samsung TV Plus Australia and New Zealand introduced a fresh lineup of content, elevating Samsung TV Plus' popular 'bingeable' TV selection with 13 new single-show channels.

This includes beloved cult series like Dog The Bounty and Duck Dynasty, Ice Road Truckers, and the Emmy award-winning Intervention all making their debut on the streaming TV landscape in Australia and New Zealand.

Globally, single IP channels have emerged as a key performance driver for FAST platforms, with dedicated content channels comprising just over 17% of all FAST channels in the US last year. Closer to home, the popularity of single IP content on Samsung TV Plus has skyrocketed, with 37% of total viewing time spent in single IP environments in Australia over the last month and 42% of total viewing time spent in Single IP environments in New Zealand. These findings demonstrate the value of quality single IP content not just for content providers, but for advertisers searching for engaged audience segments to target.

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Earlier in October, the Samsung Ads India team spent two fantastic evenings in Mumbai and Gurugram with a diverse group of advertisers and marketers to give their take on Connected TV, how it is driving a new era of advertising and how it offers brands more dynamic ways to engage audiences.

The top takeaways from the conversation at the Samsung Ads x ET BrandEquity Marketer’s Collective:

Recruitment, Retention, Cross-selling – Engagement and interactivity of CTV are changing the way advertisers can measure outcomes from TV advertising;

From probabilistic to deterministic – Data-driven signals provide rich targeting opportunities to reach relevant audience sets with far more precision than traditional formats;

Smart TV is driving smarter outcomes – CTV bridges the gap between linear TV and digital, offering the best of both platforms;

Expanding reach – 'Always on' TV was an unimaginable concept. CTV offers advertisers an opportunity to leverage the principles of digital planning and deliver the large screen impact at a higher frequency;

Brand safe - CTV helps to connect advertisers with affluent, digitally-savvy audiences who are increasingly bypassing traditional TV in a highly engaging, brand-safe environment

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