Samsung Ads Rolls Out CTV Viewer Insights Tool

Samsung Ads, a unit of the consumer electronics giant's media division, has rolled out an 'Insights Planner' tool to its UK clients and advertisers, for use in planning and optimising cross-screen TV campaigns. The firm has plans to expand the service to other countries, starting with Germany.

The Planner is powered by Samsung's proprietary first party and ACR data, which gives advertisers insight into how viewers interact with their Samsung Smart TVs. This is augmented with behavioural and demographic data from third party provider partnerships with the likes of Experian.

The tool can help clients understand the demographic make-up of audiences, the way they use their TVs and which apps they use, the times they're watching and the optimum moment and means to reach them with campaigns.

Quoted on www.advanced-television.com , Director of Analytics and Insights Matthew Bryan (pictured) comments: 'Samsung's Insights Planner is intended to be used to complement other data sources like BARB panel data. Without important deterministic data, linear TV advertisers have limited visibility on the share of their target audience they didn't reach, limiting their ability to improve future media plans. With Samsung Insights Planner, we are bringing together the breadth and depth of our available data, and now at an even faster pace, to deliver these insights to more clients'.

The firm has plans to add further first and third party data sets, such as geographical and mobile data.

Web site: www.samsung.com/us/business/samsungads .