Samsung's Innovative Approach to Audience Segmentation: Streaming Segments Explained
In a rapidly evolving media landscape where traditional linear TV and digital streaming platforms coexist, advertisers are grappling with the complexities of audience targeting. I recently sat down with Justin Fromm, the Head of Global Insights at Samsung Ads, to discuss these intricacies. In our conversation, we explore Samsung's unique approach to understanding and navigating the TV landscape, the creation of their Streaming Segments report, and the role Samsung Ads plays in helping advertisers optimize their reach in this changing ecosystem.
ALAN WOLK (AW): It's fascinating to see the increasing complexity of today's TV landscape. What prompted Samsung to respond with something like your recent report?
JUSTIN FROMM (JF): With consumers having access to vast amounts of content across multiple channels and platforms, it's become challenging for advertisers to effectively reach their target audience. At Samsung Ads, we have a unique vantage point to view what's happening on the TV screen through our device level data. Our goal is to help our advertising partners optimize their ad budgets to maximize their reach to their target audiences.
AW: Could you elaborate on the Streaming Segments? Why was there a need for such a product and how does it work?
JF: The decision to set up Streaming Segments stems from the evolving complexity of the TV landscape and the need for advertisers to keep pace with these changes. Given the fragmentation across different platforms, content types, and viewing behaviors, it's a significant challenge for advertisers to reach their desired audiences. This complexity is only amplified by the rise of ad-supported streaming platforms, as more and more audiences shift towards them.
Recognizing these shifts, we wanted to provide a solution that would not only help our advertising partners navigate the landscape more efficiently but also empower them to reach a broader audience effectively. That's where Streaming Segments come into play.
Streaming Segments are essentially defined groups based on specific TV viewing behaviors. Using our vast pool of device-level data from millions of Samsung smart TVs, we've been able to analyze and segment audiences based on their content consumption habits. These segments then become an actionable resource for advertisers.
For example, one segment might include viewers who predominantly consume ad-supported video on demand (AVOD), while another segment might consist of those who mainly watch subscription video on demand (SVOD) content. Advertisers can then target these specific segments, ensuring their ads are reaching audiences most relevant to their products or services.
Essentially, Streaming Segments offer a new level of precision and relevance for TV advertisers. They help bridge the gap between the traditional linear TV advertising and the rising world of streaming, providing a comprehensive approach to reach audiences across the TV ecosystem.
AW: What does the term 'digital first content' refer to? And are the statistics you shared US-specific or global?
JF: The figures I mentioned earlier pertain to the US only, but it's important to note that this trend is taking place globally. As for 'digital first content', it typically refers to content that is streaming first and doesn't really have a linear analogue. For instance, YouTube, Amazon Prime, and Crackle would fall into this category.
AW: How does Samsung aid in deduplication?
JF: We leverage our device level data to gain deep insights around what's happening on the TV set. We understand app usage, capture linear content through our ACR data, and use that data to build target audiences based on TV behavior. This enables us to identify and reach audiences that might be missed by their linear and AVOD advertising.
