Samsung Ads has agreed a deal with Nielsen.
The agreement means that advanced TV measurement from Nielsen is now available for purchasing inventory on Samsung’s AVOD service Samsung TV Plus. The firm said that Nielsen’s Digital Ad Ratings (DAR) will enable advertisers to more easily buy and optimise Samsung TV Plus inventory in the US.
Nielsen Digital Ad Ratings will be available to advertisers that purchase media via Direct I/O or through Samsung’s Private Marketplace (PMP).
Samsung TV Plus has experienced significant growth over the past 12 months thanks to Samsung’s continued investment in the platform. The company said that its monthly active users have increased by 84% year-over-year, while it is the second-most-watched app on Samsung smart TVs.
Tom Fochetta, SVP, Samsung Ads, said: “Nielsen’s advanced TV measurement is a critical currency, and we believe this integration will support the continued growth of Samsung TV Plus, providing consistent ways for advertisers to measure and plan campaigns for the service. As a pioneer in advanced and connected TV products and inventory, we know it’s essential to remove barriers to entry and simplify the ad buying and campaign management process. Nielsen Digital Ad Ratings does just that. It provides a consistent way to decision, measure and validate advertisers’ audiences.”
Ameneh Atai, GM, Digital and Advance TV Commercial Strategy, Nielsen, said: “With connected TV video advertising skyrocketing, the need for verified, third-party metrics is critical to simplify the buying process and unlock additional value and growth. By expanding our advanced TV measurement to include Samsung Ads, we are keeping our commitment to provide comprehensive coverage of the CTV marketplace. And as the industry continues to evolve, we want to provide brands the cross-media metrics needed to confidently activate campaigns and transact across platform.”
The companies said that this is the first step of their relationship, and that Samsung Ads will be included in the Nielsen ONE platform when it is released in late 2022.