The program is set to include 5,000 opt-in participants by the end of Q1 and has already launched with four pilot partners: a wireless brand, a QSR, an auto brand and a healthcare brand.
“The TV and You Community is intended to provide more of real-time people viewership. I think there’s going to be some incredible learnings that we’re going to uncover both across linear and streaming viewership,” Oh said. “And think about advertisers who want to partner with us receiving deduplicated information.”
More measurement capabilities are also on the way with Streaming ACR Ad Viewership, measuring the actual viewership of ads that run on FAST service Samsung TV Plus and select streaming services and connected devices. With Streaming ACR Ad Viewership, the company said it will be able to provide advertisers with a previously unavailable level of holistic viewership information.
“When we think about streaming in-app ACR, it’s our ability now to measure streaming ads, and more specifically, how our viewers look at streaming ads versus linear ads versus other places that they’re viewing it,” Oh said. “And again, going back to the deduplication.”
Incorporating AI
The company is also bringing AI-powered experiences to shoppable thanks to a new partnership with Kerv.
Samsung already has a partnership with Clinch that uses QR code-enabled ad creative with tag-based solutions. Now, this new Kerv partnership takes a combination of machine learning and algorithms to offer automated, interactive and shoppable advertising solutions for brand partners at scale.
Kerv’s machine learning and AI actively scan placements, recognizing depth, dimension and objects within video in real-time. As a result, Samsung Ads can leverage Kerv to equip its advertisers with the tools to create and implement interactive and automated campaigns across TV, increasing the value of impressions by optimizing toward user engagement.
To reach even more customers, Samsung will also roll out digital out-of-home, with ads appearing within Samsung branded first-party DOOH inventory in premium high-traffic locations in key cities around the country. Additionally, alpha in-store retail supply partners increase the scale of the DOOH network to ensure nationwide coverage.
Oh told Adweek that Samsung is No. 1 in terms of digital screens around the world, and the DOOH inventory will help “reimagine what a screen can do.”
“It’s not just about what’s happening at home. It’s not just about the TV. It’s not just about mobile, which we are absolutely innovating and thinking more about advertising within there,” Oh said. “But it’s about capturing consumers when they leave the home and in different experiences.”