By Our Staff
Samsung Ads has unveils a new discovery solution for content partners seeking to drive more audiences to their featured content on Samsung TVs.
Said Prabhvir Sahmey, Senior Director, Samsung Ads India: “How consumers interact with the screen is evolving, and in a world of endless content choices new solutions like Sponsored Row can help create more efficient connections for content partners to reach new audiences, and for audiences to discover new content more seamlessly.”
By Our Staff
Samsung Ads India, the advertising division of Samsung Electronics India Private Limited, and Max Life Insurance Co. Ltd (“Max Life”/ “Company”) have unveiled the first of its Connected-TV (CTV) advertising campaigns on Samsung Smart TVs across India.
The digital ad features Indian Cricket Captain Rohit Sharma and his entrepreneur wife, Ritika Sajdeh. The objective of the partnership is to expand the reach of this digital ad that talks about the importance of financial protection for loved ones, rooted in Max Life’s brand philosophy, ‘You are the Difference’. The ad film also captures ‘India Ke Bharose Ka Number’ to highlight the company’s industry leading claims paid ratio of 99.51% as a representation of trust.
With this approach, Samsung Ads India has helped Max Life to develop a comprehensive understanding of audience segmentation and viewer preferences on Samsung Smart TVs via automatic content recognition (ACR) technology.
Leveraging Samsung Ads India’s leading ACR data, Max Life gets access to unique audiences and develops a comprehensive understanding of audience segmentation along with preferences.
Rahul Talwar, EVP & Chief Marketing Officer at Max Life said: “We are excited to launch our first-of-its-kind Connected TV campaign with Samsung Ads India and enter an exciting customer outreach territory. Connected TV provides triple benefits to our brand– the ability to reach a large and growing audience, the ability to target ads to specific demographics, and the ability to measure the effectiveness of ads in real time. We will continue to harness this platform to drive our narrative of ‘You are the Difference.”
Added Prabhvir Sahmey, Senior Director India at Samsung Ads India: “As the pioneers in CTV advertising, we’re seeing more results driven marketers lean in and take advantage of CTV. CTV can open up a whole new world of advertising opportunities such as driving incremental reach, improving brand salience or driving frequency amongst more affluent audiences. We’re excited to work with Max Life to see what valuable insights and results we can drive together with this campaign and in the future.”
By Our Staff
Samsung Ads India, the advertising division of Samsung Electronics, partnered with global market research agency Verve to survey a panel of 700 Smart TV users in India. The research aimed to uncover advertising engagement across various TV platforms, including linear TV (cable) advertising supported video on demand (AVOD) and subscription based video on demand (SVOD) that are set to introduce ads as part of some subscription tiers.
Said Prabhvir Sahmey, Senior Director, Samsung Ads India & South East Asia, of the report: “The Indian market demonstrates a high degree of receptiveness to ads shown to them on their TV screens. To maintain this momentum, it’s important for advertisers to understand the dynamic TV landscape and how audiences respond to differing platforms so that ads can be delivered to the most appropriate audiences at the right moments. To keep high degrees of engagement, a data-driven approach to advertising will be critical so that brands continue to reach the right audience with the most relevant message at the best time. ”
According to the survey, 81% of Indian consumers are happy to watch ads on their TV screens in return for free content, according to a new study commissioned by Samsung Ads India.
:: Relevancy of ads
In addition to the vast majority of respondents who are willing to watch ads in exchange for free content, a similar amount (80%) claimed to be happy to watch ads if they featured content relevant to them.
Respondents considered AVOD and SVOD services to be the best at delivering relevant ads with 63% and 64% of respondents agreeing, respectively. More than a third of Indians (38%) [LB1] who watch ads in full on AVOD find them to be engaging due to their length and relevance. The ads are perceived as shorter and therefore less disruptive to the viewing experience.
:: Emotional response
According to the research, over half of respondents in India demonstrated a positive emotional response to ads across all platforms. Both SVOD and AVOD generated the most positive emotions amongst audiences.
SVOD prompted 63% of respondents to feel excited, whereas AVOD prompted 60% of respondents to feel the same emotion. Similarly, 64% of respondents thought SVOD ads were enjoyable and 62% considered AVOD ads to be enjoyable.
These positive reactions help to explain why Indian respondents said they were more likely to take action in response to advertising on AVOD (64%), followed by SVOD (62%).
This reflects how effectively streaming services have been at delivering ads to Indian audiences in OTT settings. Unlike in other markets, Indian audiences demonstrate little distinction between these services, with some SVOD services already offering an ad-supported tier. Whilst SVOD is a strong performer in India, there is consumer frustration that ads are being shown on paid subscription-based channels. Whereas in other markets, the introduction of ads to the streaming giants is still very much in its infancy.
:: Trustworthiness of ads
Just under two thirds (62%) of Indian respondents were likely to take action in response to an ad shown to them across all three platform types (AVOD, SVOD, and linear). This is likely a reflection of how highly this market trusts the ads which are delivered to them.
More than 60% of respondents in the survey considered ads across platforms to be trustworthy. This is highest in an SVOD setting where two thirds (66%) of respondents trusted the ads. Similarly, 64% of Indians trust the ads they are shown in AVOD.
By Our Staff
Samsung Ads India, the advertising division of Samsung Electronics and TV manufacturer, has announced three new hires across its sales and finance team, including into the newly created analytics and insights manager role.
Abhinav Dhimam joins as Analytics and Insights Manager, Sahil Nanda also joins the team as Client Solutions Manager and Bushra Ansari assumes a newly created Finance and Business Operation Manager position.
Said Prabhvir Sahmey, Senior Director India and South East Asia at Samsung Ads: “Demand for CTV in India continues to grow, and at Samsung Ads we are focused on building a team that unlocks CTV’s full potential for advertisers in India. The new additions to the team we have announced today, bring with them valuable expertise that will further our expansion, and position, in the market.”