Samsung Ads Makes Waves at Advertising Week NY 2019
Samsung Ads joined 100,000 attendees across this four-day event that brought together the most important marketing, advertising, technology and brand professionals in the industry. As a Tier One sponsor, Samsung Ads arrived on the scene and let everyone know what we are all about: “Streamers. Bingers. Gamers. Fanatics. Total TV Watchers. - We’ve got ‘em all.”
Here's a recap of Samsung Ads at Advertising Week New York 2019.
Samsung Ads Hosts VIP Thought Leadership Breakfast: The Big Wave of Platform Surfing
Samsung Ads kicked off the week along with hundreds of industry professionals to hear Justin Evans, Global Head of Analytics & Insights, introduce Samsung Ads latest research and actionable data for brands and agencies in the Advanced TV ecosystem. Key findings included: 1) There is an important new audience behavior emerging called Platform Surfing, 2) Platform Surfing presents new reach opportunities - especially in AVOD, and 3) Advertisers can drive results using new data - such as with the automotive case study Justin presented where the campaign delivered lift in site visit rate from 19% with linear to 143% when combined with an Advanced TV strategy. Justin demystified linear, OTT, AVOD and SVOD video viewing behavior and debunked some common myths about linear TV viewing, streaming trends, and the fear that these new behaviors are making it harder for advertisers to reach their target audience. The reality is just the opposite. “Audiences are watching video in new, fragmented ways,” Justin said, “but with the right data, there are not only new opportunities to reach them, but also to convert them in ways that should make TV advertisers really excited.”
Justin then introduced an all-star panel of experts and industry insiders including eMarketer, Pepsi, Hershey's, Dentsu Aegis, along with Samsung Ads, to continue the discussion. The panel explored opportunities to lead and engage consumers in new and exciting ways, showing how brands and agencies can look at their TV buys in a completely different way to stay on the leading edge.
Samsung Ads Shares Insights from the Forefront of Advanced TV Innovation
Samsung Ads also spoke on a variety of panel sessions throughout the week sharing experience working with brands and agencies to deliver unparalleled results.
Justin Evans spoke on “Seeing Your Customer in 3-D: A MUST For Any Media Strategy” with other panelists Andrea Zapata VP Data Innovation & Insights, Comcast Spotlight; Betsy Rella VP Data & Research, New York Interconnect; Bryson Gordon Executive Vice President Advanced Advertising, Viacom; and Parker Burgess Head of Client Strategy & Insights, eBay. The panel explored how 3-D data, a mix of Set-Top Box, IP, and 1st or 3rd-party data, is a media-planning must-have, and why brands need to obtain a three-dimensional view of a target audience through deeper insights that power more effective campaigns.
Justin also spoke on “The Next Generation of Data-Driven TV” with other panelists Allison Metcalfe GM, LiveRamp TV, LiveRamp; Davina Kent SVP Client Partnerships, NCC Media; Laura Fitzpatrick VP National Networks, Comscore; and Sheila Dang Media and Advertising Reporter, Reuters. And Michael Scott, Head of Sales, Brand - North America, joined the discussion for “TV + Attribution: A Modern Day Love Story,” with Kathy Newberger Journalist, Media Village; Matt Krepsik Global Head of MROI Product Leadership, Nielsen Global Media; Bob Ivins Chief Data Officer, NCC MEDIA; Craig Berkley Head of Revenue, LiveRamp TV; and Tom McLoughlin VP, Regional Sales New York Interconnect.
Each of these panels highlighted how to navigate the next generation of TV, and the ways brands and agencies are measuring real-world outcomes.
Justin summed it up when he talked about the multi-billion dollar challenge advertisers face when trying to understand how well their TV buys are performing when viewing behaviors are changing so quickly. He said, "A key focus area for us is making observations actionable, and helping clients navigate the opportunity. We do this all the time, and it's really exciting to be able to answer the question: How well is my linear working and then how do I achieve incremental reach and outcomes? With Samsung Ads, now you can complement linear with digital on a single, scalable platform for cross-platform measurement and outcomes."
That's why we say, “Streamers. Bingers. Gamers. Fanatics. Total TV Watchers. - We’ve got ‘em all.”
To learn how your organization can navigate the changing landscape to reach today's TV watcher, reach out to adsales@samsung.com
Here's a recap of Samsung Ads at Advertising Week New York 2019.
Samsung Ads Hosts VIP Thought Leadership Breakfast: The Big Wave of Platform Surfing
Samsung Ads kicked off the week along with hundreds of industry professionals to hear Justin Evans, Global Head of Analytics & Insights, introduce Samsung Ads latest research and actionable data for brands and agencies in the Advanced TV ecosystem. Key findings included: 1) There is an important new audience behavior emerging called Platform Surfing, 2) Platform Surfing presents new reach opportunities - especially in AVOD, and 3) Advertisers can drive results using new data - such as with the automotive case study Justin presented where the campaign delivered lift in site visit rate from 19% with linear to 143% when combined with an Advanced TV strategy. Justin demystified linear, OTT, AVOD and SVOD video viewing behavior and debunked some common myths about linear TV viewing, streaming trends, and the fear that these new behaviors are making it harder for advertisers to reach their target audience. The reality is just the opposite. “Audiences are watching video in new, fragmented ways,” Justin said, “but with the right data, there are not only new opportunities to reach them, but also to convert them in ways that should make TV advertisers really excited.”
Justin then introduced an all-star panel of experts and industry insiders including eMarketer, Pepsi, Hershey's, Dentsu Aegis, along with Samsung Ads, to continue the discussion. The panel explored opportunities to lead and engage consumers in new and exciting ways, showing how brands and agencies can look at their TV buys in a completely different way to stay on the leading edge.
Samsung Ads Shares Insights from the Forefront of Advanced TV Innovation
Samsung Ads also spoke on a variety of panel sessions throughout the week sharing experience working with brands and agencies to deliver unparalleled results.
Justin Evans spoke on “Seeing Your Customer in 3-D: A MUST For Any Media Strategy” with other panelists Andrea Zapata VP Data Innovation & Insights, Comcast Spotlight; Betsy Rella VP Data & Research, New York Interconnect; Bryson Gordon Executive Vice President Advanced Advertising, Viacom; and Parker Burgess Head of Client Strategy & Insights, eBay. The panel explored how 3-D data, a mix of Set-Top Box, IP, and 1st or 3rd-party data, is a media-planning must-have, and why brands need to obtain a three-dimensional view of a target audience through deeper insights that power more effective campaigns.
Justin also spoke on “The Next Generation of Data-Driven TV” with other panelists Allison Metcalfe GM, LiveRamp TV, LiveRamp; Davina Kent SVP Client Partnerships, NCC Media; Laura Fitzpatrick VP National Networks, Comscore; and Sheila Dang Media and Advertising Reporter, Reuters. And Michael Scott, Head of Sales, Brand - North America, joined the discussion for “TV + Attribution: A Modern Day Love Story,” with Kathy Newberger Journalist, Media Village; Matt Krepsik Global Head of MROI Product Leadership, Nielsen Global Media; Bob Ivins Chief Data Officer, NCC MEDIA; Craig Berkley Head of Revenue, LiveRamp TV; and Tom McLoughlin VP, Regional Sales New York Interconnect.
Each of these panels highlighted how to navigate the next generation of TV, and the ways brands and agencies are measuring real-world outcomes.
Justin summed it up when he talked about the multi-billion dollar challenge advertisers face when trying to understand how well their TV buys are performing when viewing behaviors are changing so quickly. He said, "A key focus area for us is making observations actionable, and helping clients navigate the opportunity. We do this all the time, and it's really exciting to be able to answer the question: How well is my linear working and then how do I achieve incremental reach and outcomes? With Samsung Ads, now you can complement linear with digital on a single, scalable platform for cross-platform measurement and outcomes."
That's why we say, “Streamers. Bingers. Gamers. Fanatics. Total TV Watchers. - We’ve got ‘em all.”
To learn how your organization can navigate the changing landscape to reach today's TV watcher, reach out to adsales@samsung.com
