How Samsung Ads’ Onboarding Partner Program Helps Advertisers Take Advantage Of Their First Party Data

Justin Evans, Samsung Ads’ Global Head of Analytics and Insights discusses Samsung Ads’ new Partner Onboarding Program, which allows advertisers to upload their own first and third party data, That data is then matched against Samsung Ads own first party data to allow brands to see exactly how their ads are performing against their chosen audience throughout the Samsung Ads network.

The results are impressive, with brands seeing conversion rates that are 161% higher in regard to foot traffic and website conversion versus other types of targeting.

JUSTIN EVANS: If people plan based on what they had done in past years, what’s going to happen is it’s just going to be really overweight in linear and they're really going to be underweight in terms of streaming households.

And given the size of the streaming ecosystem now, and the speed with which it's growing, clients will really be missing out on customer opportunities.

So how the Partner Onboarding Program helps with that is, as those advertisers choose to invest in the AVOD ecosystem, they will be able to activate based on their segments, the way they view their prospective customer.

The one thing we've seen is that the performance of these curated segments is really powerful. We did an analysis prior to this launch, and we looked at 200 campaigns year to date in 2021.

And what we saw is when clients onboarded their own data, the conversion rates were 161% higher, with foot traffic and website conversions versus other forms of targeting.

In tune in categories like network tune in and app tune in, the conversion rates were 32% higher.

So we think there's a virtuous cycle that's being set up in the ecosystem now, where the client leans into their own data and they get strong performance back, then they will continue to do so because it's effective.