Samsung Ads adopts Nielsen’s advanced TV measurement
Samsung Ads, the advertising arm of Samsung Electronics and the global leader in advanced TV, has announced that advanced TV measurement from Nielsen is available for purchasing inventory on Samsung TV Plus, Samsung’s popular free ad-supported TV (FAST) service.
Nielsen Digital Ad Ratings (DAR) will enable advertisers to more easily buy and optimize Samsung TV Plus inventory.
Tom Fochetta, SVP, Samsung Ads: “Nielsen’s advanced TV measurement is a critical currency, and we believe this integration will support the continued growth of Samsung TV Plus, providing consistent ways for advertisers to measure and plan campaigns for the service. As a pioneer in advanced and connected TV products and inventory, we know it’s essential to remove barriers to entry and simplify the ad buying and campaign management process. Nielsen Digital Ad Ratings does just that. It provides a consistent way to decision, measure and validate advertisers’ audiences.”
Ameneh Atai, GM, Digital and Advance TV Commercial Strategy, Nielsen: “With connected TV video advertising skyrocketing, the need for verified, third-party metrics is critical to simplify the buying process and unlock additional value and growth. By expanding our advanced TV measurement to include Samsung Ads, we are keeping our commitment to provide comprehensive coverage of the CTV marketplace. And as the industry continues to evolve, we want to provide brands the cross-media metrics needed to confidently activate campaigns and transact across platform.”
Nielsen Digital Ad Ratings will be available to advertisers that purchase media via Direct I/O or through Samsung’s Private Marketplace (PMP). As both a hardware company with exclusive deterministic viewership data and a CTV platform, Samsung Ads is uniquely positioned as the bridge transitioning advertisers from a linear past to a CTV future.
Sara Sorce, AVP of Paid Media, at Nationwide and a select alpha partner for Nielsen measurement on Samsung TV Plus: “The ability to use Nielsen Digital Ad Ratings for Samsung TV Plus inventory has provided us with the confidence and information we needed to be able to expand our campaigns via Programmatic pipes. The Samsung Ads Private Marketplace has enabled us to purchase inventory in a way that works best for our needs, and the combination of Nielsen Digital Ad Ratings allows us to standardize how we measure Samsung TV Plus, along with all the other CTV and linear we buy.”
Samsung TV Plus is a FAST service on Samsung smart TVs. The service has grown 84% in monthly active users year-over-year. When it comes to AVOD apps specifically, Samsung TV Plus is the No. 2 most watched app on Samsung TVs.
More than half of Samsung TV Plus viewers are cord cutters or cord nevers, and 90% of Samsung TV Plus viewers do not use any connected streaming media devices and instead stream directly from their Samsung smart TVs.
The announcement is the first step in the Samsung Ads and Nielsen relationship.
Samsung Ads will be included in Nielsen ONE, scheduled for release in late 2022, which aims to provide complete standardization for demographic buying within the fragmented ad marketplace.