Samsung Ads Australia overlays Experian data to unlock greater audience targeting capabilities for advertisers

Samsung Ads, the advertising division of Samsung Electronics, said it will overlay its first-party data across millions of Samsung Smart TVs in Australia with Experian’s consumer data to give advertisers even more audience insights.

It is Samsung Ads’ first data partner in Australia and will allow advertisers to unlock further targeting capabilities, such as demographic data, attitudinal insights or verticals such as auto, finance, retail or travel. Experian’s wealth of Australian Audience insights comes from multiple online and offline data sources to create leading segmentation for major agencies and advertisers across Australia.

CTV advertising is one of the fastest growing mediums in Australia, and has become an exciting new avenue for advertisers looking to connect with audiences via the big screen with the accuracy of digital marketing. Samsung Ads offers a unique first party dataset, giving glass-level insights into the content consumed on Samsung Smart TV devices and enabling advertisers to target specific viewing behaviours.

Complementing Samsung Ads’ proprietary ACR (automatic content recognition) and TV device-level data, Experian audiences will enable existing Samsung Ads advertisers to gain a deeper understanding of the audiences they reach and create advanced targeting capabilities for future campaigns.

Alex Spurzem, general manager, Samsung Ads Australia, said: “Samsung Ads has the largest, continuously growing ACR footprint, providing glass level insights from millions of TVs in Australia. Experian enhances that capability and presents a compelling option for agencies and brands who want to understand and target their audience via demographics or habits.”

Steve Philpotts, general Manager, Experian data quality & targeting, said: “We’re excited to work with Samsung Ads to help advertisers and agencies to reach large connected TV audiences and target based not just on demographics and attitudes but also specific viewing patterns. This will ensure advertisers can access a high quality and scalable audience targeting solution.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.