Credit: Marcel Strauss at unsplash
Omnicom Media Group (OMG), in an ANZ market-first, has deployed Samsung Ads’ native advertising solutions across its roster of luxury advertisers.
MECCA and Mercedes-Benz are some of the first brands to roll native advertising into their Connected TV strategies.
Mercedes-Benz is the first luxury brand in Australia, and non entertainment OMG client, to roll-out high-impact native advertising campaigns across Samsung Smart TVs in Australia and New Zealand.
“In this fragmented environment, cutting through the noise is a tall order," said Adam Coulter, head of platforms & capabilities, Omnicom Media Group ANZ.
"Smart TV native placements open up a whole new world of possibilities when it comes to deeper, richer engagement with audiences.
"We’ve been able to target high value audiences and still gain significant reach, something we previously couldn’t do”.
Through team X, OMG’s dedicated global marketing and communications agency for Mercedes-Benz, the premium vehicle manufacturer is able to target high-net worth households before they head into an ad-free environment.
MECCA launches its native CTV advertising campaign across Australia later this month. The homegrown global beauty brand will leverage the integrated native advertising solution to drive mass awareness amongst target audiences via OMG’s digital agency, Resolution Digital.
“We are very excited to be partnering with Samsung TV as part of our campaign to cement MECCA as the ultimate gifting destination, in the lead up to Mother’s Day," said Hannah Fillis, head of digital marketing & media, MECCA.
"Leveraging impactful native formats on Connected TVs to engage premium audiences is expected to deliver a significant boost in brand awareness for MECCA and we can’t wait to see the results.”
Richard Wheeler, head of sales Samsung Ads ANZ, said advertising capabilities continue to be fuelled by Connected TV’s growth.
"Being able to offer impactful, native advertising across the region is a milestone for advertisers," he said.
"Results from a Samsung Ads US study from over 300 Samsung Ads campaigns show a seventy percent uplift in campaign KPIs when combining CTV video with native ads, versus video-only.”
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