Samsung Ads and Experian are working together to connect TV viewership signals with rich consumer insights, so advertisers can see and reach more of the households that matter. Together, we provide a more complete insights of a household or audience segment. Advertisers gain deeper insight to set up campaigns for stronger targeting and relevance, ultimately leading to more efficient results.

Richer data + deeper insights: stronger outcomes across the funnel

Samsung Ads data enables advertisers to understand what viewers are watching across linear, streaming, and gaming formats. When this data is coupled with identity data, which includes a viewer’s physical location, type of device, and IP address, the advertiser gains a holistic view of a given household’s interests, needs, and potential future behavior.

Knowing an audience inside out is critical for driving revenue. “Samsung has access to premium viewership data, but we don’t have insight  into out-of-home behaviors like a purchase of a new car or home,” says Liz Rawson, Head of Data + Measurement Partnerships for Samsung Ads. We’re excited  to arm our clients with additional data points to help them  better understand their customer base.”

Experian’s consumer and identity data expands advertisers’ ability to drive full-funnel outcomes. With Experian’s seamless integration into the Samsung Ads platform, brands can access additional insights, including income, lifestyle, and financial indicators, informed by large-scale household and digital identifier coverage. “We tell stories,” Chris Meredith, head of Sell Side Partnerships at Experian, says. “Our insights highlight what consumers like, how they behave, and their experiences.”

Like Samsung, Experian focuses on high-quality, privacy-first data, essential for authentic consumer insight. Its trusted data foundation prioritizes accuracy and privacy-safe practices. ‘We want advertisers to have confidence in their campaigns,’ Meredith says. With Experian and Samsung’s shared commitment to data policies that put privacy first, advertisers can test new ideas, from niche segments to fresh creative, with confidence.

The Samsung Ads and Experian collaboration also enables predictive analytics by identifying ‘future-ready buyers’ who may not be in-market yet but are likely to be in the future. Experian’s data is integrated directly into the Samsung Ads platform, so advertisers can build segments, activate campaigns, and plan media in one place, reducing complexity and enabling more efficient planning and activation.

 Making CTV work harder for brand performance

Experian’s direct integration with Samsung Ads uses our identity graph and household-level identifiers to help marketers reach the right homes across CTV. All Experian first- and third-party data sets are available on the Samsung Ads platform, and can be tailored as needed for advertisers targeting niche audiences. These data sets include:

·  Specialized audience segments across retail, CPG, B2B, health, and sports

·  Location-based information to connect media exposure with real-world behaviors

·  3,200 ready-to-use audiences across fifteen verticals

·  An average of 2,300 attributes per household to refine targeting and creative

Advertisers can select from Experian Audiences, Partner Audiences, or upload their own first-party data through Experian's data marketplace in the Audience Engine platform. These audiences can then be directly delivered to Samsung Ads.

Maximizing CTV’s potential for full-funnel outcomes

Insights from the Experian and Samsung Ads collaboration help advertisers reap the benefits of CTV’s growing role in delivering lower-funnel results. As once-dominant channels like search and social media max out and their ability to provide incremental reach flattens, CTV is becoming a vital part of performance marketing and advertisers’ success.

Talk with your Samsung Ads representative about activating Experian audiences in your next CTV campaign.