Advanced Television

Samsung Ads UK partners with Experian

November 9, 2022

Samsung Ads, the advertising & media division of Samsung Electronics, has announced a partnership with Experian which allows advertisers to leverage Experian’s consumer data and audience insights across Samsung Smart TVs in the UK.

Samsung Ads’ proprietary ACR (automatic content recognition) data helps advertisers understand viewership behaviours on opted-in Samsung Smart TVs in Europe. Complementing these existing datasets, the new Experian partnership will unlock further targeting capabilities for advertisers by providing demographic data, geographical location, attitudinal insights and vertical insights. Advertisers can now understand Samsung TV households based on both what they watch and who they are, at scale, and in a privacy-safe and GDPR-compliant way.

The additional layer of insights provided by Experian enables enhanced targeting and segmentation, optimising campaign efficiency.  It also means TV and digital buyers alike can access audiences with more uniformity across formats.

Alex Hole, Vice President of Samsung Ads Europe, said: “As the number one TV manufacturer globally, Samsung Ads has the largest ACR footprint with over 8 million active Smart TVs in the UK. With the addition of Experian’s consumer data, Samsung Ads’ advanced targeting capabilities are enhanced even further and provide ample opportunity for advertisers to diversify their traditional TV buys with the sophistication and accuracy of digital buys.”

Colin Grieves, Managing Director of Marketing Services Experian, commented: “We are really excited to be partnering with Samsung. The TV advertising landscape is evolving rapidly and by bringing Experian’s marketing profile data into the Samsung platform, advertisers can unlock unique household customer insights to make more informed targeted media decisions. We are looking forward to making this partnership a huge success and expanding even further in the future.”

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