Samsung Ads, Samsung Electronics’ advertisement division, announced that Nielsen’s advanced TV measurement is now available for purchase on Samsung TV Plus, the company’s popular free ad-supported TV (FAST) service. Advertisers will be able to purchase and leverage Samsung TV Plus inventory more effectively thanks to Nielsen Digital Ad Ratings (DAR).
“We expect that this integration could aid the continued growth of Samsung TV Plus by providing advertisers with clear ways to measure and plan advertisements for the service,” said Tom Fochetta, SVP, Samsung Ads. “As a market leader in specialised and wired camera equipment and stocks, we recognise the importance of lowering entry barriers and streamlining the advertising buying and campaign management processes. That is just what Nielsen Digital Ad Ratings does. It gives advertisers a straightforward way to decide, calculate, and validate their audiences,” said Fochetta.
“With the rise of connected TV video advertising, the need for verified, third-party analytics is critical to optimise the buying process and unlock increased value and growth,” said Ameneh Atai, GM, Nielsen’s Digital and Advance TV Commercial Strategy.
“By using Samsung Ads in our advanced TV calculation, we are staying faithful our promise to possess wide coverage of the CTV market,” the organisation states. We also want to provide advertisers with the cross-media analytics they need to comfortably unlock promotions and transact across platforms as the market evolves,” Atai said.
Advertisers who buy media via Direct I/O or Samsung’s Private Marketplace will be able to use Nielsen Digital Ad Ratings (PMP). Samsung Ads is ideally placed as the bridge transforming marketers from a linear past to a CTV future, as both a hardware business with proprietary deterministic viewership data and a CTV network.
Sara Sorce, AVP of Paid Media at Nationwide and a get alpha partner for Nielsen measurement on Samsung TV Plus, said, “Getting prepared to use Nielsen Digital Ad Ratings of Samsung TV Plus stock has given us the confidence and expertise we might have liked to be ready to expand our campaigns across Programmatic pipes.”
“The Samsung Ads Private Market has helped us to purchase inventory in the most reliable way for our requirements, and the combination of Nielsen Digital Ad Ratings allows us to streamline how we assess Samsung TV Plus, as well as all of its other CTV and static we purchase,” Sorce said.
On Samsung smart TVs, Samsung TV Plus is the leading FAST operation. Year on year, the number of monthly active users on the service has increased by 84 percent. Samsung TV Plus is the second-most-watched app on Samsung TVs when it comes to AVOD apps.
More than half of Samsung TV Plus viewers are cord cutters or never have been cord cutters, and 90% of Samsung TV Plus viewers do not use any wired digital media services, instead streaming directly from their Samsung smart TVs.
This announcement is the first step in the Samsung Ads and Nielsen partnership. Nielsen ONE, which is set to launch in late 2022 and seeks to provide full standardisation for demographic buying in the fragmented ad industry, will feature Samsung Ads.
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