『CTV-03: in conversation with Antonia Faulkner of Samsung Ads』のカバーアート

CTV-03: in conversation with Antonia Faulkner of Samsung Ads

CTV-03: in conversation with Antonia Faulkner of Samsung Ads

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 Episode SummaryAntonia Faulkner outlines Samsung Ads' unique position as a hardware giant evolving into a media powerhouse, leveraging data from one in three European smart TVs. The discussion covers Samsung's services like TV Plus (FAST), Cloud Gaming, and Art Store, all monetised via Samsung Ads. Key themes include data enrichment from TV, mobile, and gaming for precise targeting and measurement, the Samsung Insight Planner tool for pre-campaign planning, navigating European fragmentation and privacy via clean rooms, and why Samsung acts as publisher, data partner, ad tech, and trusted brand in the CTV ecosystem.————————Points of Note on Samsung AdsSamsung Ads is the monetisation arm of Samsung's media division, launched ~10 years ago; it encompasses services on Samsung TVs and mobilesSamsung TV Plus: Free ad-supported streaming (FAST) service, available on all Samsung Smart TVs and mobiles; integrates linear, OTT, and VODSamsung Cloud Gaming: Streaming for games via TV apps (e.g., PlayStation), eliminating the need for set-top boxes; uses a controller on the TVSamsung Art Store: Turns TVs into art displays with high-resolution reproductions (e.g., textured Monet paintings); subscription for full accessSamsung News: Curated news service on Samsung devicesSamsung operates on ~1 in 3 smart TVs in Europe, providing vast scale and data on viewing habits across linear, streaming, and gamingData team (half of Faulkner's 25-person team) focuses on insights, analytics, product marketing, and ad experience designSamsung Insight Planner: Tool launched ~1 year ago; uses ACR (Automatic Content Recognition) and third-party data (e.g., Experian) to profile unreached audiences from linear campaigns (e.g., % of 18-34s missed)Mobile data overlay: Adds app usage from Samsung phones to CTV data (e.g., Expedia app signals travel intent alongside TV travel content)Privacy-forward: Household-level data only; uses clean rooms for matching (e.g., via IP); no individual-level trackingFragmentation challenge: Average household uses ~4 apps (SVOD + AVOD); top 10 apps create 120+ combinations, complicating reachSamsung as all-in-one: Publisher (own inventory), data/measurement partner (insights, not data sales), ad tech platform (programmatic/DSP buys), and trusted brand (brand-safe environments)Buying options: Direct for TV Plus (full data access) or home screen native; programmatic/DSP for TV Plus; always privacy-safeEuropean focus: Country-level insights for localised needs (e.g., linear strong in Italy); pan-regional execution possible with shared formats2026 priorities: More creative formats, innovation in fragmentation, and advanced measurement————————Episode Running Order00:00 — Introduction; Antonia's role and Samsung's media division01:00 — Team structure: Marketing, product, data/insights, analytics, design/ad studio03:00 — Connected team enabling data-driven CTV for digital marketers04:00 — Samsung as a hardware leader evolving into a media business05:00 — Samsung TV Plus (FAST service); Cloud Gaming; Art Store; Samsung News07:00 — Samsung Ads as monetisation for free services on Samsung devices08:00 — Data scale: 1 in 3 European smart TVs; insights across linear, streaming, gaming09:00 — Mobile data overlay for richer touchpoints (e.g., app usage + TV content)10:00 — Focus on TV activation, data enrichment for targeting/planning/measurement11:00 — Samsung Insight Planner: Pre-campaign unreached audience profiling12:00 — European complexity: GDPR, country differences (e.g., linear in Italy)13:00 — Localised insights with pan-regional execution; varying market maturity14:00 — Insights section on Samsung website (link in notes)15:00 — Positioning: Publisher, data/measurement partner, ad tech, trusted brand16:00 — Fitting into fragmentation: ~4 apps per household; 120+ top-10 app combinations17:00 — Planners' nightmare; need for total TV approach18:00 — 2025 trends: Home screen native for reach; gaming as TV evolution19:00 — Privacy: Household-level data; clean rooms for matching20:00 — No creepy ads; relevant experiences via privacy-safe innovation21:00 — New advertiser dynamics: Direct/programmatic buys; data benefits22:00 — 2026 predictions: Creative formats, fragmentation solutions, measurement23:00 — Brand values in data handling; global reputation24:00 — Closing; excitement for data innovations and team projects————————Key Quotes "I'm a marketer, obviously, by tradition and by experience, but in this role, I have a much more involved role in the business in terms of what products we build and solutions we build for our customers.""It's quite unusual for these functions to all sit within one team. But the fact that they do means that they work a lot better together.""Samsung is a hardware company. We are a very separate division. Samsung Ads is quite a new division, around 10 years or less in the making.""We have Samsung ...
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