Samsung Ads is rolling out new interactive ad types to smart TV advertisers through a partnership with CTV ad experience platform BrightLine.
“With BrightLine’s advanced capabilities, advertisers at the moment are able to interact consumers in a real-time dialog and exchange for the primary time on Samsung Smart TVs, opening an entire new world of possibilities for brands,” said Michael Scott, vp of ad sales and operations for Samsung Ads, in an organization statement.
New ad units. The new dynamic ad units from Samsung Ads include:
- Trivia: Viewers response to a branded trivia query;
- Product Carousel: Enables scrollable carousel of products, features, suggestions, etc;
- Polls: Simple polls to tailor messaging;
- Game/Reveal: Gamifies the creative experience; and
- Dynamic/Addressable Creative: Store locators and dealer locators that direct consumers to where they should buy products.
Units within the BrightLine suite of ad products plug into Samsung’s user interface and smart TV operating system, complementing Samsung Ads’ existing inventory of in-stream, native and cross-platform ads.
Early adopters. Early interest within the new Samsung Ads ad units is coming from advertisers in CPG, Automotive and Entertainment, we’re told by a Samsung Ads source.
Why we care. Traditionally, TV ads have been a passive experience. If consumers take motion, they accomplish that on a “second screen,” often with the phone of their hand. Smart TV operating systems are encouraging users to do more on the massive screen like making purchases and playing games. The resulting user data on this ecosystem drives higher personalization, and new interactive ad units will make the experience more compelling for consumers. Ad experience is a vital a part of CTV’s continued growth, especially with more streaming services introducing ad-supported options.
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