Samsung Ads -- the TV manufacturer’s smart TV advertising sales group -- is starting up Samsung Measurement, with General Motors and its agency Dentsu Aegis as its first clients.In association with GM, the pilot program will have an integration with Polk Automotive Solutions by IHS Markit.
Samsung Ads will provide advertising viewership, incremental reach, and effectiveness metrics for vehicle sales and attribution for linear and streaming advertising.
Justin Evans, global head of analytics and insights for Samsung Ads, says the effort will show, at a campaign level, “how linear and streaming complement each other to reach heavy linear viewers, as well as light linear and cord-cutting audiences.”
The difference between Samsung Ads and other new measurement companies that claim some of the same linear and streaming metrics, Samsung says, is that it has the largest source of video data from tens of millions of smart devices, as well as the largest proprietary Automatic Content Recognition (ACR) data.
Samsung says it reaches more than 60% of the U.S. ACR (Automated Content Recognition) smart TVs and other devices across some 50 million U.S. TV households.
Melissa Grady, chief marketing officer of GM’s Cadillac division, stated that the difference is not only can Samsung measure linear and streaming together, but it can activate --- buy advertising -- based on that information, as well as determine the effectiveness of those buys.
Earlier this year, Samsung Ads launched its own Samsung DSP, a self-serve demand-side platform, giving programmatic buyers access to its exclusive connected TV ad inventory.