When talking about CTV, we talk about connection, innovation and offer; but when we look closely at the consumption of television and technology in the world, it becomes clear to us the type of efficiency that brands need when it comes to transmitting a message and impacting the market; Therefore, Samsung Ads seeks not only to promote powerful connections, but also to offer the best marketing investment analysis that data can provide through its more than a billion smart TVs, which are ready to broadcast campaigns.
And it is that, according to the AppsFlyer report “Trends of connected television, 2022-23”, in Mexico the CTV ecosystem reaches seven out of ten users, who see 17 ads within 30 minutes of content and up to 5, 9 ads if they are relevant to your personal interests; These data contrast with the “Comscore and Samsung Ads Guide” itself, which calculates close to 25 billion consumers looking for that interaction with brands, services and content 100
percent open for advertising.
“In this world where television is practically the center of everything, that is, the hardware that is eating up other hardware, because you can now watch movies without having to have a blue ray or another device, even play video games, watch thousands of channels, series and movies without Programmatic TV (PTV) service”.
“samsung ads It is that point of convergence, where users need this window to be able to connect and live the experience to the fullest and, at the same time, obviously give certain brands and advertisers the opportunity to be able to bring their content, their premieres and their messages closer” , explains Santiago Cortes, Head of Sales at Samsung Ads Mexico.
Evolution towards effective advertising
For the expert, advertising innovation is not only about exploiting technology, since an entire ecosystem of “partners” must be integrated to generate means of transfer and dissemination when approaching “tourist” consumers, who spend their time between platforms and are no longer predictable in their tolerance and consumption. All advertising plans sent to them must be practically custom made.
“It is a stock of new technology that allows us to see very specific behaviors of users who are consuming TV, in which Samsung is a leader because it occupies a very good place in Mexican homes.”
As Santiago Cortes explains, this can be seen in events such as “Super Bowl LVII”, where it is possible to measure not only the publicity and audience impact that the sporting event and halftime reached, but also the learning that remained in the industry.
The objective of the brand is to show how opportunities grow around trends, not always within, since advertisers have the option of segmenting and reaching a certain number of viewers outside the common rage, for example, those who during the Super Bowl they were looking for content that would distance them from the mass.
This type of solution allows content consumption, both linear (open or paid) and streaming, where consumers can spend up to 100 hours a month in front of a Samsung Smart TV, to show advertising solutions without generating that feeling of invasion; in fact, the strategy in which these campaigns are implemented is recognized by 39 percent of users, considering that advertising is not annoying when it is related to the content they search for and consume.
