Dive Brief:
- Samsung Ads, the advertising arm of Samsung Electronics, launched a Mobile Conversion product for gaming advertisers meant to help them turn connected TV (CTV) viewers into mobile gamers, according to details shared with Marketing Dive.
- The Mobile Conversion product allows game publishers to find CTV viewers with a high propensity to download gaming apps using artificial intelligence (AI) and advanced machine learning. The solution is powered by inventory on Samsung TV Plus.
- While currently dedicated to gaming brands, Samsung Ads plans to expand the Mobile Conversion product to additional verticals including travel, QSR, financial services, retail and media and entertainment.
Dive Insight:
As a maker of both TVs and mobile devices, Samsung is in a position to benefit from an offering such as Mobile Conversion. Three-quarters of U.S. households own at least one Samsung device, and the company is the leading TV and smartphone brand in the world, according to release details. The advertising product not only takes advantage of that reach and penetration, but the company also claims that its data is more secure at both the device and household levels thanks to a closed-loop system.
Mobile Conversion is intended to address advertiser calls for more efficient and effective cross-media models, particularly as mobile-to-mobile app marketing has become increasingly saturated, according to the company. Mobile Conversion gives gaming advertisers quantifiable data to inform and coordinate their mobile and CTV marketing campaigns.
The product has already shown promise. In beta testing, Samsung Ads consistently beat client-defined goals, per release details, and has outperformed by as much as a 150% index on day seven return-on-ad-spend benchmarks. For full-funnel visibility, advertisers can leverage Mobile Conversion’s integration with mobile measurement platforms including AppsFlyer and Adjust.
“Measurement has long been fragmented across TV and mobile, making it difficult for marketers to see the full impact of their spend,” said Michael Scott, vice president and head of ad sales and operations at Samsung Ads, in a statement. “With Mobile Conversion, we’re closing that gap — connecting viewing behavior on the biggest screen to action on the smallest, giving brands a unified, measurable view of their consumer across channels.”
The Mobile Conversion solution is fueled by inventory from Samsung TV Plus, the top free ad-supported streaming television app on Samsung TVs. Proprietary tools that use AI, machine learning and Samsung’s first-party data support the product, which first identifies CTV viewers with high install propensity through advanced audience intelligence. Then, the solution can help brands adjust bid pricing to drive efficiency, serve the most relevant creative and shift media spend toward top-performing inventory.
