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Samsung Ads Europe, the advertising division of Samsung Electronics, and DoubleVerify (DV), the leading software platform for digital media measurement, data and analytics, announced today, May 23, 2023, the results of the new measurement solution. of visibility on connected television (CTV). Samsung’s free ad-supported streaming TV (FAST) and video-on-demand service achieved a high viewability rate of 92%, 48% more than the average for DoubleVerify CTV Viewability.
As the division explains in a press release sent to the media, Samsung Ads Europe was one of the first CTV providers to support DoubleVerify’s Viewability CTV measurement solution at the time of its launch “and is also the first to announce publicly the results in collaboration with DV. This reflects Samsung Ads’ commitment to adopting the best measurement solutions available on the market.”
Launched in February this year, this DV solution offers platforms and advertisers “exclusive access to direct measurement of CTV viewability at scale.” Which “allows them to determine if an ad has had a chance to be seen by a viewer, allowing advertisers to better optimize their campaigns and increase budget efficiency.”
According to the note, “visibility is not always guaranteed in connected television environments; in fact, DV found that more than one in three impressions are made in spaces that can play ads when the TV is turned off, worrying advertisers about wasted ad spend.”
What the IAB Visibility Standards Say
The current IAB (Interactive Advertising Bureau) viewability standards for ads on video platforms stipulate that your pixels must be at least 50% viewable for at least 2 seconds; however, DoubleVerify measures whether the ad pixels were 100% onscreen. In this way, DV’s viewability measurement “shows the total percentage of ads viewable, which shows how likely an ad is to be seen.”
This “higher and more rigorous viewability standard that DoubleVerify has set is due to the unique needs of the connected TV environment and industry limitations compared to other video platforms.” In this way, the specific note that Samsung TV Plus achieved a visibility rate of 92%, 48% higher than the average visibility of DV CTV for April 2023. In this way, “these results exemplify the high quality and premium ad solution offered by Samsung on its FAST service.”
In Europe, Samsung Ads offers native advertising for Smart TVs in the navigation menu of the login screen, App Store, Universal Guide and Samsung TV Plus. Its premium display and video ads integrate seamlessly with the native Smart TV experience, helping viewers discover the brands and content they love.
“Viewability is a critical parameter for advertisers who want to ensure that their CTV ads have a chance to make an impact with consumers. Addressing visibility issues will be a growth driver for the CTV market as a whole, and we at Samsung are delighted to help lead the industry towards greater transparency. DoubleVerify is a true market leader in tackling media quality challenges by providing insight into which catalog offers advertisers the highest quality media. We are thrilled to partner with them to help validate that our advertisers are not only receiving a great environment for their content, but are able to accurately track its success.”
Alex Hole, Vice President and General Manager of Samsung Electronics Europe
“DoubleVerify was the first to market with a scalable CTV viewability solution, enabling clients to better understand if digital ads had a chance to be seen. Samsung shares DV’s commitment to maintaining high quality standards, as evidenced by its exceptional viewability results. DV will continue to work with streaming platforms and device manufacturers across the industry to eliminate signal issues that cause TV dropouts and other quality issues.”
Jack Smith, DoubleVerify Chief Product Officer