Operating in Brazil and Mexico for approximately one year as a new and promising media opportunity in the Connected TV segment, Samsung Ads presents its positioning and purpose to the market. Through the tagline Empowering Connectionsshows how it intends to be the smartest and most efficient CTV player on the market by combining a deep knowledge of content consumption habits on Samsung televisions, with the delivery of measurable and competitive results.
In addition to the concept of connection, the choice of tagline reflects assumptions that are part of Samsung Ads’ DNA: innovation, technology, ambition and constant reinvention of the the status quo to deliver disruptive results that make sense for Samsung brands and consumers.
Essio Floridi, LATAM Sales and Operations Director for Samsung Ads, says:
“The tagline is the embodiment of the macro objective of our division: to promote powerful connections between brands and consumers based on data and narratives that engage. After all, everything starts, passes and ends in the hands of the final consumer, who is the center of everything we do as Samsung and also as Samsung Ads.”
For him, currently, the biggest challenge for brands is finding their target audience, which is why Samsung Ads becomes an ideal partner for media professionals and advertisers. As one of its strengths, the brand has technology ACR (Automatic Content Recognition)which makes it possible, respecting the LGPD Law, to recognize the viewing of content watched on Samsung Connected TVs, to generate valuable insights for advertisers about public behavior and how to reach them.
In addition to these insights, with this technology it is possible to segment and recommend audiences to advertisers, using data such as region and devices connected to the Samsung TV, as well as device information (type, year, screen size). Essio explains:
“Today we see an increasingly tourist consumer between linear platforms (TV), streaming, games, among other Apps OR service applications, so it is no longer possible to think about media plans as we did 5 years ago, when consumer behavior it was more “predictable”. Consumers have changed their consumption, their search and purchase channels and even their tolerance for brands – therefore, brands need to rethink their rationale for planning and buying media to leverage their possibilities for awareness, connection, engagement and conversion, bringing more relevance to consumer journeys, increasingly individualized experiences and messages increasingly adapted to the means of consumption.”
The CTV market and the advancement of Samsung Ads
CTVs are a strategic medium for advertisers looking for a broader channel mix, incremental reach, and strategic and efficient granularity with linear and streaming audiences. Connected TV has become a connection and entertainment hub, being the 2nd most used device to consume video in Latin America, according to Emarketer. As Essio adds:
“Since we started operations in Brazil and Mexico, the market has been extremely receptive to this new form of advertising. The brands understood that Advertising on CTV (Connected TV) is the future and the necessary path to connect with today’s consumers, who are increasingly engaged with their needs, less loyal to brands and who seek, above all, experiences and a value proposition that transforms your journey.”
In Brazil alone, Samsung Ads already has more than 120 clients and has conducted 530 campaigns since May 2020.
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