Samsung Ads revolutionizes advertising consumption in Brazil

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“People pay more attention to streaming why they chose to consume that content. It’s different from turning on the television when you get home, for example, just to have background noise in the environment. You can see it in your own consumption habits”. When listening to the reasoning of Samsung Ads Sales and LATAM Operations Director, Essio Floridi, I noticed that it really makes sense. With the evolution and popularization of streams, society is increasingly selective about the content it consumes. And the brands, in turn, have had to make an effort to find their “so touristy” target audience, as Floridi jokes.

It was in this context that Samsung Electronics noticed a gap in the market and created Samsung Ads, the company’s arm focused on monetizing advertising space on Samsung Smart TVs. The service was launched in 2015 in the United States, with expanded operations in Canada, Europe, India, Australia and Asia soon after. The arrival in Latin America, specifically in Brazil and Mexico, took place in 2020.

With the aim of winning the public’s genuine attention, the advertising spaces offered by the company are organically and strategically inserted in native TVs (devices themselves) and in Samsung TV Plus, streaming official free of charge of the brand, which currently has 70 channels. In addition, the placement of ads follows the guidelines of the General Data Protection Law (LGPD) and respects the consumer, with regard to the frequency and quality of advertising films.

“Connected TVs bring the best of both worlds. In addition to offering advertising on a larger screen and more likely to retain the audience’s attention, brands can take advantage of our database to build effective strategies. We already have research that shows an increase in attention to advertising on CTVs, compared to traditional TVs”, comments the director.

Market leader, Samsung Electronics has 15 million televisions enabled to receive ads and around 60 million people impacted, considering homes with four residents, on average.

But the difference that makes Samsung Ads the ideal partner for media professionals and advertisers is the ability to segment campaigns. Through an exclusive technology, called Automatic Content Recognition (ACR), the company recognizes the viewing of content watched on Samsung Smart TVs every three seconds and gathers the information in a large database, generating insights valuable insights for advertisers about audience behavior and how to reach them. With this, it is possible to segment and recommend audiences to advertisers, using data such as region and devices connected to Samsung TV to device information (type, year, screen size).

“This was a possibility that only existed in digital media until recently, and now we can use these resources on TV as well. Samsung Ads’ main goal is to digitize TVs, showing brands our immense conversion potential”, he points out.

And the message seems clear: in Brazil alone, Samsung Ads already has more than 120 clients and has conducted 530 campaigns since May 2020, when it started operating in the country. The proximity to advertising agencies has been happening as they feel the need to offer a broader channel mix, incremental reach and strategic and efficient audience granularity to their clients. CTV turned into a hub connection and entertainment, being the second most used device to consume video in Latin America, according to EMarketer.

“For me, the key word in our work is relevance. Samsung doesn’t believe that advertising should be invasive, so we bet on discreet formats. In fact, we believe that advertising should be a service, and that’s good for everyone. It’s good for the consumer, who receives content that really interests him; for our company, which is able to deliver effective results; and for the brands, who will be able to do more with the same investment”, adds Floridi.