YuMe have announced they are partnering with Samsung to rep Samsung’s Smart TV Platform inventory through YuMe’s Connected Audience Network. Samsung will also host a ‘connected TV brand lift study’ through YuMe’s relationship with Vizu, who specialise in measuring and optimizing brand lift.
“Our sales partnership with YuMe allows Samsung to leverage their strong relationships with brands, agencies, and third-parties for the Samsung Smart TV Advertising Platform,” said Daniel Park, Vice President of Samsung’s Media Solution Center.
“We believe the ability to reach consumers through Samsung’s market-leading Smart TV’s and Blu-ray Disc players presents a unique and compelling value proposition to marketers. YuMe is a valuable partner in evangelizing this opportunity and bringing brand advertisers in to participate in this interactive, emerging platform,” said Park.
The brand lift study will gauge how ads impact consumers’ perception by randomly sampling viewers and presenting a small subset with an on-screen survey served from Samsung’s Smart Hub. Viewers will respond to the survey using their TV remote. Responses from viewers who have not been exposed to the advertising are compared to those from viewers surveyed while the advertising is running in order to calculate the Brand Lift generated by the campaign. Powered by Vizu, this metric will aim to help Samsung-YuMe advertisers improve messaging and audience targeting.
Vizu CEO Dan Beltrano said, “With this new capability, our solutions now enable advertisers to measure and optimize brand lift across multiple screens, comparing and contrasting the results generated in traditional digital channels with those from connected television. We are very excited to test this capability with YuMe and Samsung as we jointly lead the way into the next realm of digital media branding measurement.”
