Luxury brands utilise native advertising on Samsung connected TVs in ANZ market first

Luxury advertisers Mercedes-Benz and MECCA are among the first brands to roll native advertising into Samsung Ads’ connected TV strategist, via Omnicom Media Group, in an effort to reach high-value audiences.

The announcement:

In an ANZ market-first, Omnicom Media Group (OMG) has deployed Samsung Ads’ native advertising solutions across its roster of luxury advertisers. Mercedes-Benz and MECCA are some of the first brands to roll native advertising into their Connected TV strategies, as evolving consumer viewing behaviour makes it harder to reach high-value audiences.

With over half (58%) of all time spent streaming is now in ad-free environments on Samsung Smart TVs, many audiences are becoming increasingly unreachable through traditional channels alone. With the rise of smart TV adoption, an effective way to reach them is through native ad solutions integrated into Smart TVs. Through Samsung’s proprietary Automated Content Recognition (ACR) technology, native advertising can also be tailored to specific audiences making them more relevant to the moment, the content and the viewers.

Mercedes-Benz is the first luxury brand in Australia, and non entertainment OMG client to roll-out high-impact native advertising campaigns across Samsung Smart TVs in Australia and New Zealand. Through team X – OMG’s dedicated global marketing and communications agency for Mercedes-Benz, the premium vehicle manufacturer is able to target high-net worth households before they head into an unreachable, ad-free environment.

MECCA launches its native CTV advertising campaign across Australia later this month. The homegrown global beauty brand will leverage the integrated native advertising solution to drive mass awareness amongst target audiences via OMG’s digital agency, Resolution Digital.

“We are very excited to be partnering with Samsung TV as part of our campaign to cement MECCA as the ultimate gifting destination, in the lead up to Mother’s Day. Leveraging impactful native formats on Connected TVs to engage premium audiences is expected to deliver a significant boost in brand awareness for MECCA and we can’t wait to see the results.” Hannah Fillis, Head of Digital Marketing & Media, MECCA.

Adam Coulter, Head of Platforms & Capabilities, Omnicom Media Group ANZ, said, “In this fragmented environment, cutting through the noise is a tall order. Smart TV native placements open up a whole new world of possibilities when it comes to deeper, richer engagement with audiences. We’ve been able to target high value audiences and still gain significant reach, something we previously couldn’t do”.

Richard Wheeler, Head of Sales Samsung Ads ANZ, added: “Advertising capabilities continue to be fuelled by Connected TV’s growth. Being able to offer impactful, native advertising across the region is a milestone for advertisers. Results from a Samsung Ads US study from over 300 Samsung Ads campaigns show a seventy percent uplift in campaign KPIs when combining CTV video with native ads, versus video-only.”

Source: Addy PR


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