Samsung just made a big move in the TV ad world. They’re adding mobile data to their connected TV (CTV) ad platform. This means brands can now see how people interact with their ads on both TVs and mobile devices.
It works like this: Samsung has a lot of data on people who use their smart TVs – almost 70 million in Europe. Now, they’re adding data from over 20 million Samsung mobile users. But here’s the thing: they only use data from people who agree to share it.
This gives brands a better idea of what people do all day, both at home and on the go. For example, a travel company might want to target people who watch travel shows on TV with a big brand campaign. But they might also want to target people who use travel apps on their phones with special offers.
The data also helps brands understand the “second screen” phenomenon – when people use their phones while watching TV. This is a big deal, since almost half of CTV users do this. By combining TV and mobile data, brands can get a more complete picture of how people interact with their ads.
Here’s what this means for brands:
- More accurate targeting
- Better ad measurement
- A clearer picture of consumer behavior
As Samsung Ads puts it, “This new data helps brands understand their audiences better. It gives them a more nuanced view of how people behave, both in front of the TV and on their mobile devices.”
This move is a big deal for the ad world. It’s one of the first times a major company has combined TV and mobile data in this way. And it’s only possible because Samsung has such a huge pool of user data to draw from.
So what’s next? Samsung plans to use this data to fuel its machine learning algorithms, which help brands find new audiences that are similar to their existing ones. This is called “lookalike modeling.”
For now, the key takeaway is that Samsung is giving brands a new way to understand their audiences. By combining TV and mobile data, they can get a more complete picture of how people interact with their ads – and make more informed decisions about where to spend their ad dollars.