Samsung Ads Reveals First Conan O’Brien FAST Channel, Panel Data and More

Bill Bradley, Adweek

Banner that says KERV = ADWEEK

Samsung Ads is strictly Team Coco.

At its Tuesday morning IAB NewFronts presentation in New York, Samsung Electronics’ advertising arm revealed several new, performance-focused solutions as well as comedy legend Conan O’Brien’s first-ever FAST channel.

Starting later this month, Samsung TV Plus, Samsung’s free, ad-supported streaming service, will launch The Conan O’Brien TV channel. This 24/7 programming is curated as 30-minute collections of clips featuring the best of Conan’s late-night archives, with everything from sketch comedy to celebrity guests.

O’Brien earned the title of Adweek’s 2022 Media Visionary for his influence across late-night, broadcast, cable, podcasting and streaming, and Cathy Oh, vp global head of marketing at Samsung Ads, said the comedian’s first FAST channel has been in the works for a while.

From what I know, he’s been thinking about it for some time,” Oh told Adweek. “I think a part of it was that he was trying to build the content. I still remember all of those vignettes and little 30-minute or even shorter sometimes, eight and ten-minute, little blurbs that he used to do.”

With interviews from big names, including Ryan Reynolds, Tom Hanks, Mindy Kaling, Kevin Hart and Will Ferrell, O’Brien’s channel has 100 hours of programming lined up for the launch, with more to come.

Oh assured Adweek that the channel is “definitely binge-able.”

“What we’re seeing is that Samsung TV Plus happens to feel like a destination for Samsung home users,” Oh said.

Beyond adding O’Brien’s channel to Samsung TV Plus’ growing catalog of more than 250 live channels in the U.S., Samsung Ads is launching several performance-focused solutions, from measurement to shopping, to help marketers better reach their audiences.

Building a data community

Among the new additions, the company is unveiling its Samsung TV and You Community, a new panel measurement offering designed to provide advertisers, marketers and publishers granular data about a consumer’s television consumption.

Oh credits Justin Evans, global head of analytics and insights for Samsung Ads, for driving the panel program internally. According to the company, the program uses audio ACR technology to measure the holistic TV content consumption of individual viewers within Samsung households, across both linear television channels and streaming services.

The program is set to include 5,000 opt-in participants by the end of Q1 and has already launched with four pilot partners: a wireless brand, a QSR, an auto brand and a healthcare brand.

“The TV and You Community is intended to provide more of real-time people viewership. I think there’s going to be some incredible learnings that we’re going to uncover both across linear and streaming viewership,” Oh said. “And think about advertisers who want to partner with us receiving deduplicated information.”

More measurement capabilities are also on the way with Streaming ACR Ad Viewership, measuring the actual viewership of ads that run on FAST service Samsung TV Plus and select streaming services and connected devices. With Streaming ACR Ad Viewership, the company said it will be able to provide advertisers with a previously unavailable level of holistic viewership information.

“When we think about streaming in-app ACR, it’s our ability now to measure streaming ads, and more specifically, how our viewers look at streaming ads versus linear ads versus other places that they’re viewing it,” Oh said. “And again, going back to the deduplication.”

Incorporating AI

The company is also bringing AI-powered experiences to shoppable thanks to a new partnership with Kerv.

Samsung already has a partnership with Clinch that uses QR code-enabled ad creative with tag-based solutions. Now, this new Kerv partnership takes a combination of machine learning and algorithms to offer automated, interactive and shoppable advertising solutions for brand partners at scale.

Kerv’s machine learning and AI actively scan placements, recognizing depth, dimension and objects within video in real-time. As a result, Samsung Ads can leverage Kerv to equip its advertisers with the tools to create and implement interactive and automated campaigns across TV, increasing the value of impressions by optimizing toward user engagement.

To reach even more customers, Samsung will also roll out digital out-of-home, with ads appearing within Samsung branded first-party DOOH inventory in premium high-traffic locations in key cities around the country. Additionally, alpha in-store retail supply partners increase the scale of the DOOH network to ensure nationwide coverage.

Oh told Adweek that Samsung is No. 1 in terms of digital screens around the world, and the DOOH inventory will help “reimagine what a screen can do.”

“It’s not just about what’s happening at home. It’s not just about the TV. It’s not just about mobile, which we are absolutely innovating and thinking more about advertising within there,” Oh said. “But it’s about capturing consumers when they leave the home and in different experiences.”

Focusing on ROI of KPIs

And for advertisers concerned about achieving KPIs, Samsung is releasing its Smart Outcomes solutions.

Oh calls Smart Outcomes a “natural evolution” for Samsung Ads’ business, as the company delivers a suite of performance-focused solutions tied to key performance indicators (KPIs) in areas such as website engagement, new user acquisition, gameplay and TV network tune-ins.

According to the company, Smart Outcomes pulls together planning and optimization tools across Samsung Ads product portfolio, including pre-campaign insights tool Audience Advisor, AI-driven Smart Audiences and the Samsung Pixel product.

It’s all part of the company’s plan to connect the dots between consumer experiences and advertiser goals.

“What we’re now looking at is how do we develop services that are going to happen on our TVs and our mobile devices that are not just intuitive and beneficial for consumers, but has a benefit for partners and advertisers as well,” Oh said.

Read the original article here.

Recent Posts

November 8, 2023
October 18, 2023
Devin Monds
Head of EMEA Sales

Devin is a dedicated and experienced media sales professional with over 15 years in the digital media space in both North America and EMEA. He most recently headed up the International Team at Adludio, the premier advertising platform for delivering strong creative on mobile devices. Prior to his role at Adludio, Devin worked on the Global Brand Partnerships team at CAA Sports in London, and was International Sales Director at LoopMe where he built out the US West Coast Sales Team from Los Angeles. With a proven track record of new business development and revenue generation, Devin has a multitude of solid relationships with brands and agencies, globally.

He relishes the opportunity to engage with new clients on a daily basis, in order to identify tailored solutions that can drive their desired outcomes. Furthermore, he takes pride in his culinary skills, often experimenting with new recipes and delivering delectable results.

    Brad Quinn
    VP of Publisher Development

    Brad Quinn is the VP of Publisher Partnerships based out of our NYC office. He has over 15 years of experience across Agencies, Publishers and Tech. At KERV, Brad leads the Partnerships team focused on content providers and distributors. He integrates KERV’s tech capabilities across ads and content to create a real‑time interactive/shoppable experience.

    David Knight
    VP of Engineering

    Before joining KERV in 2018, David Knight spent over 31 years building software products for large corporations like IBM and Schlumberger, 3-person “garage” startups and everything in between. He’s spent the last 15 years discovering and refining the tools, development process, and necessary culture that create great Engineering teams capable of meeting the special demands of technology driven startups.

    Dan Bloomfield
    VP of Technical Ad Operations

    After spending time living in New York and working for NBC Universal’s first digital operations team Daniel moved to Austin in 2009 to further pursue ad tech. During the next decade, he built a career working on interactive video first for Sizmek and then Nexstar. He immediately jumped at the idea to work for KERV and was one of the first to join the company in 2017.

    Creed Pettit
    SVP, Head of Partnerships

    Creed Pettit is an entrepreneurial sales executive offering experience in all aspects of solutions selling, team management, negotiation, organizational leadership, go-to-market strategies and momentum driven models. Prior to joining KERV, Creed served as Media & Entertainment Vertical Sales Leader, Global Business Solutions at TikTok.

    Karen Germ
    VP of Marketing

    Karen Germ is a seasoned marketing and communications professional with a nearly 15‑year history serving in leadership roles across the advertising and technology landscape. Most recently, Karen served as OAAA’s VP of Marketing where she implemented industry leading initiatives to elevate and promote the power of OOH for advertisers, agencies, partners and consumers. 

    Ryan Schoenfeld
    VP of Digital Strategy

    Ryan Schoenfeld’s career started as an intern at a smaller digital media agency while attending the University of Texas. Since then, he has spent over 15 years working in the programmatic advertising/video space.

    Bill Roberson
    VP of Media

    Bill Roberson has worked in the digital space for over 17 years, spanning Media Buying, Ad Operations, Analytics and Optimization, Account Management and now Creative.

    Grant Gorton
    VP of Creative

    Grant has been with KERV as VP of Creative for over 5 years, and has worked as a designer and creative director at agencies and media companies for the last 17 years.

    Michael Fleischman

    Michael Fleischman serves as the CFO at KERV Interactive in addition to being an Executive Residence at Progress Partners, a Merchant Investment Bank and Venture Fund. Prior to KERV Interactive, Michael was the CFO and current Board Member at Digital Remedy, a privately-held media execution company supporting agencies, publishers, and brands in navigating the complex adtech landscape of digital success.

    Previous to Digital Remedy, Michael spent 20 years at Cablevision and Rainbow Media Holdings during which he was instrumental in the launch and management of multiple regional sports networks and a number of national cable networks including American Movie Classics, Bravo, The Independent Film Channel as well as the structuring of partnerships with companies including Liberty Media, NBC, Fox/NewsCorp, and MGM. 

    A native of the New York City area, Michael resides with his wife where he enjoys biking, tennis  and spending time with his wife and three adult children.

    Taylor Pate

    Taylor Pate serves as CTO at KERV Interactive. Taylor’s experiences in the advertising and creative industry spans 14. He began his career in 2008, working as a designer, animator and art director specializing in the design and production of interactive art. Early in his career, he created 3D character animations and tools for best-selling video game series The Sims while working at Edge of Reality, who developed video games for Nintendo 64, GameCube, PlayStation and Xbox.

    In 2012, Taylor made the shift to work in-house at an online advertising and media services agency, LIN Digital, where he was promoted multiple times in a four-year span. He worked on a variety of online, interactive projects for clients while also developing and automating internal tools and processes. Taylor then spent the next two years working as the director of engineering at multi-platform digital media company HYFN Local, a division of multi-billion-dollar corporation Nexstar Digital LLC.

    Jay Wolff

    Jay Wolff serves as Chief Revenue Officer at KERV Interactive, leading global revenue and partnerships, in addition to being the Executive Vice President of 212 NYC, New York’s leading organization for the digital advertising industry. 

    Jay’s expertise in revenue and partner growth in the advertising industry spans 19 years. Most recently, Jay served as CRO of Varick Media, and Chief Growth Officer at Boostr, the first end-to-end SaaS revenue management system for media companies. Previously, as Regional Vice President of SambaTV, Wolff built the revenue organization and east coast market from the ground up. 

    Prior to joining SambaTV, Wolff served as Vice President of agency and brand partnerships at PulsePoint; instrumental to the merger of ContextWeb and Datran Media.

    Jay holds a BS in Marketing from Syracuse University and a Certificate of Management from the University of Chicago. He resides in Rye Brook, NY with his wife and daughter, Olivia. 

    Dan Bienenfeld

    Before co‑founding KERV in 2017, Dan Bienfeld spent the previous 35 years founding six start‑ups in various verticals such as publishing, licensing, med‑tech and ad‑tech. Within these companies, he enjoyed two meaningful exits, which provided him with the ability to continue his passion as an entrepreneur. 

    Aside from bringing together ‘Rock Star Talent,’ his main focus has been raising over $50M, primarily for the startups identified above, as well as creating strategic partnerships. Currently he lives in Westlake Village, CA with his wife and two kids. In addition to his entrepreneurial journey, he also enjoys working out, traveling and an addiction to sushi.

    Gary Mittman

    Gary Mittman brings more than 30 years of experience in technology and direct marketing, as well as substantial experience in building startups to exit with creativity and agile development. Before starting KERV, he held numerous top‑ranking leadership roles, including Founder & President of Nami Media (which was acquired by Lin Media/Nexstar Media Group), CEO & Founder of Marina Communications (also acquired), and Vice President of New Business Development, Direct Response at Western International Media (now Initiative Media).

    Gary also brings a decade of experience in the entertainment industry, including managing all booking for New York City’s premiere performance night club, The Ritz, as its Executive Manager and Booking Agent, Executive Producer of the MTV concert series ‘Live At The Ritz’, a Professional Manager at Chappell Music Publishing, and started out as an Assistant to legendary Clive Davis at Arista Records.

    Andi Fenster

    Andi Fenster went into the profession of Human Resources 30 years ago, because she believed from a young age that the way you treat your employees is what you get out of them. Her goal as an HR professional has been to help create the type of work environments that inspire folks to want to come to work. She is also a Management/Leadership/Career Coach and her focus is optimizing humans focusing on the mind‑body connection. 

    “We, each, have tremendous potential and the abilities to level‑up if we choose to understand how to get the support we need to get us there. Helping talent thrive and helping them create success is my reason for doing what I do.”

    Marika Roque
    COO & Chief Innovation Officer

    Marika Roque is a top expert in digital media, data and organizational infrastructures recognized with over 15 years of professional leadership experience. Previous to KERV, Marika worked as the vice president of digital operations for Mass2, a division of multi-billion-dollar corporation Nexstar Digital LLC. Prior to Mass2, Marika served as vice president of digital media activation at LIN Digital.

    Marika has held senior-level positions for leading advertising agencies in the Austin, Texas area including Sizmek and GSD&M. She also spent years in Chicago working for FCB Global and Starcom MediaVest Group. While at Starcom, Marika was recognized for her involvement in the creation of the first agency-side programmatic pipelines and what the industry now refers to as an agency trading desk.

    Marika holds a Bachelor’s in Advertising from The University of Texas at Austin, which she achieved while also participating as a former D1 collegiate athlete.