Page 51 - Adnews magazine Sep-Oct 2022

“I believe the average monthly digital entertainment budget for Australian households is around $55, so it seems that there’s a natural limitation to that. When you fold in things like rising interest rates, we think it will cap out at some point.”
Spurzem said that he sees connected TV creating both opportunity and challenges in terms of fragmentation and changing viewer behaviour.
“One of the things that’s happened over the last couple of years, probably assisted by the pandemic, is that consumers got incredibly comfortable with app-based television.
“Samsung has the largest smart TV data set in the industry. We work with a technology called automated content recognition (ACR) and one of the things we can do is help marketers and advertisers reach those con- sumers that are harder to reach now.”
ACR is a proprietary piece of technology that identifies content shown on a Samsung TV and matches that against their content database, whether it’s a show that’s watched on the TV, a video game that’s played or a par- ticular ad that’s shown.
“When you do that determinis- tically as we do, across literally mil- lions of TV sets, it unlocks a whole lot of different use cases: one of them being that you create visibility across the whole of the smart TV. This is the data that we go to an advertiser with and say, ‘Hey, how about we help you find all of those TVs that weren’t reached by your linear campaign?’”
Spurzem said that if you were to ask those in the industry about the problems with how TV has evolved, however, the majority would say that standardised measurement is tricky. Samsung Ads tries to be part of the solution with their determin- istic data sets to enhance measure- ment capabilities.
“We’ve come from a place of hav- ing a unified currency to plan, buy and measure TV. That’s been the traditional panel-based systems that then get extrapolated on to the whole population in a world where TV is fragmented and a lot of it is digital.
“That kind of measurement isn’t in all cases as fit for purpose as it used to be. I think where that leaves us as an industry is that you now have a lot of experimenting with additional data and insights.”
Spurzem said that agencies that are at the forefront of that develop- ment and can navigate the degree of complexity that exists on behalf of their advertisers will add dispro- portionate amounts of value.
“Now, is that more complicated than it used to be? Yes, but there is also obviously a lot of innovation that comes with connected TV in terms of combining the best of television and the granularity of digital.
“I think over time that will get simpler. There’s no reason why you wouldn’t buy and measure television based on things like impressions or unique reach rather than TARPs.”
After a strong first half of the year, Spurzem said that Samsung Ads sees increased demand for the solutions that they bring to the table as they continue to educate the market about their offering.
With 76% of marketers in Australia looking to increase spend on CTV in 2022, and 76% of Australians willing to see ads in exchange for free quality content, Samsung Ads looks set for more growth in 2023.
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