Samsung Ads Launches Total Media Solutions To Manage Cross-Platform Campaigns

Samsung Ads has rolled out a total media solution designed to manage and measure media buys across networks’ linear and digital streaming apps. The solution is a complement to traditional, linear upfront media buys by identifying unexposed audiences on CTV ultimately achieving total audience reach for advertisers. It will provide enhanced reporting capabilities in a single view that includes data on ad exposure in real-time that can be used to optimize reach and efficiency across the entire media buy.

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What is BYOM? How does it work?

The new Total Media Solution allows advertisers to bring their own media in passing the torch to Samsung programmatic demand-side platform(DSP) to handle campaign management and reach and frequency optimization for streaming app inventory that has been negotiated directly with TV networks  Samsung Ads calls the strategy “bring your own media” (BYOM) to support ad placements that employ automated content recognition (ACR) data to identify which ads appear on the screen of smart TVs. Joe Melaragno, head of platform sales and agency development at Samsung Ads, said in this interview with Beet.TV,

We wanted to offer a solution that takes into account not just the linear ads that they’re buying using Samsung’s proprietary ACR data from our smart TVs, but also all the inventory that they’re buying in all of the new streaming apps.

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One-Stop-Shop For The Marketers

Samsung Ads offers marketers a “one-stop-shop” for the management, measurement, and optimization of campaigns across multiple media channels and devices. Having a one-stop shop for cross-platform campaigns, like the Total Media Solution within Samsung Ads’ DSP, means a more efficient workflow. Several DSP partners, such as Adobe, Experian, and Merkle, also offer access to curated audiences in a simplified and privacy-safe manner. Melaragno told Beet.TV, 

This can both help to drive business outcomes, but also achieve that total audience reach across your linear buy as well as your buy in all these new streaming apps. We’re going to help to optimize the inventory on your behalf and we’re going to make sure that you reach that optimal reach and frequency across your holistic video buy.

Samsung Ads developed new tools for media buyers in response to a significant shift in viewer behavior. There was a surge in streaming services following the pandemic in search of new programs. Meanwhile, media companies continued to offer ad-supported video on demand (AVOD) and free ad-supported TV apps (FAST) which contributed to audience fragmentation. Buyers will work with every media company and will negotiate the price with them on their own terms, Melaragno said,

We wanted to offer the solution that allows them to bring that media that they purchased, whether it’s through the upfront or through the scatter market, and for us to help them manage it across their total audience on Samsung smart TVs.

As quoted by Adexchanger, he also added that the pre-upfronts timing is intentional. 

Advertisers are thinking about their next upfront cycle [right now], and Samsung Ads can help them optimize across all buys they’re [already] working on through current partners.

The company will exhibit its Total Media Solution at the IAB NewFronts presentation on May 3 at 9 a.m. ET. With Total Media Solution, Samsung Ads wants to assist advertisers in understanding and planning media budgets based on the shifting balance between linear and streaming audiences.

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