Omnicom Media Group (OMG) has implemented Samsung Ads’ native advertising solutions throughout its network of luxury advertisers. It marks a first for the ANZ market. In an attempt to reach high-value audiences, luxury advertisers Mercedes-Benz and MECCA are among the first to integrate native advertising into Samsung Ads’ Connected TV strategist through Omnicom Media Group.
With Samsung Smart TVs account for over half (58%) of all streaming time spent in ad-free environments. This is a growing number of audiences are becoming inaccessible through traditional channels alone. With the growing popularity of smart TVs, native ad solutions built into the devices are a useful way to reach them. Native advertising may also be customized to target audiences, increasing its relevance to viewership, the content, and the current moment. This is made possible by Samsung’s patented Automated Content Recognition (ACR) technology.
In Australia and New Zealand, Mercedes-Benz is the first luxury brand and non-entertainment OMG client to launch high-impact native advertising campaigns on Samsung Smart TVs. Through team X – OMG’s dedicated global marketing and communications agency for Mercedes-Benz, the premium vehicle manufacturer, the company can reach high-net-worth households before they enter an ad-free environment.
Later this month, MECCA will begin airing native CTV advertising campaigns throughout Australia. Through OMG’s digital agency Resolution Digital, the domestic beauty brand will use the integrated native advertising solution. It will raise its target audiences’ awareness in large quantities.
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Hannah Fillis, Head of Digital Marketing & Media, MECCA said
“We are very excited to be partnering with Samsung TV as part of our campaign to cement MECCA as the ultimate gifting destination, in the lead up to Mother’s Day. Leveraging impactful native formats on Connected TVs to engage premium audiences is expected to deliver a significant boost in brand awareness for MECCA and we can’t wait to see the results.”
Adam Coulter, Head of Platforms & Capabilities, Omnicom Media Group ANZ, stated,
“In this fragmented environment, cutting through the noise is a tall order. Smart TV native placements open up a whole new world of possibilities when it comes to deeper, richer engagement with audiences. We’ve been able to target high value audiences and still gain significant reach, something we previously couldn’t do”.
Richard Wheeler, Head of Sales Samsung Ads ANZ, added,
“Advertising capabilities continue to be fuelled by Connected TV’s growth. Being able to offer impactful, native advertising across the region is a milestone for advertisers. Results from a Samsung Ads US study from over 300 Samsung Ads campaigns show a seventy percent uplift in campaign KPIs when combining CTV video with native ads, versus video-only.”
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