Page 53 - Adnews magazine Sep-Oct 2022

Meet The Team
LAURA WALL•HEAD OF AGENCY DEVELOPMENT
What attracted you to Samsung Ads?
The OEM lens is a relatively new and exciting space in the world
of advertising. It is not often in your career you get a chance to be part of something from the ground up. Plus timing felt right
- we have witnessed massive shifts in viewing behaviours, huge changes in technology, and an overload of content, which has given rise to CTV advertising.
I could see the opportunity to create better experiences for customers, simplify media buying and ultimately provide a better outcome for our partners.
What’s the biggest challenge in your role?
We are a big linear TV market
and CTV usually sits within two different teams that buy, plan
and measure TV differently. So a major part at the start was around education on the total TV watcher
and the viewing habits we see across the entire screen. We have a unique view of the world that can bring loads of opportunities but also challenges, it takes time to change and adjust buying behaviour. But once we’re able
to showcase our data at work it opens up conversations pretty quickly.
Are there any myths you want to debunk about Samsung Ads?
That it is CTV or Linear. It’s not
one or the other, we actually see them as both complementary
and supplementary. It is all TV
to the consumers, they don’t delineate between free-to-air,
CTV or BVOD like advertisers do. We’re seeing the majority of our clients use CTV to help manage frequency, duplication and reach those light linear viewers and heavy streamers that are spending less time with traditional linear channels.
LUKE FOX•HEAD OF PRODUCT AND PARTNERSHIPS AUSTRALIA
What do you wish people better understood about Samsung Ads? Really simply, it is our data.
Our data is deterministic not probabilistic, it is not panel based. We are the market leader in ACR (Automatic Content Recognition) which is used to identify what is playing on the TV. We use this to derive viewership insights across linear, streaming, and gaming.
What do you like most about your role?
It is going to sound cliche, however it is the people I get to work with; not only our growing Samsung Ads team here locally, but also our global colleagues. Samsung Ads has done a fantastic job of building
a company filled with not only smart but also great people to work with.
What are your key goals this year?
The big focus this year is
to expand our platform partnerships in the Australian market and enhance and evolve the solutions which we bring to our advertising partners. We’re always working towards solves that provide a better local product & market fit.
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