Sansung Ads is open for business in Australia after a six month soft launch.
Alex Spurzem, formerly of Google and before that PHD Australia, is general manager at Samsung Ads Australia. He was instrumental in setting up the Australia arm of the business, bringing with him technology and advertising experience specific to the APAC region.
The advertising solutions are built onTV data from more than 1.6 million Smart TVs across Australia.
“We’ve seen incredible growth in streaming and Connected TV in Australia, especially during the last 12 months," says Spurzem.
Integral Ad Science found that 78% of Australia consumers increased their consumption of streaming content during the pandemic lockdown. The same report estimates that eight in ten Australians now have access to CTV.
"The pandemic certainly had a role to play in encouraging this greater adoption, with more people spending time in their homes and looking for new sources of entertainment," says Spurzem.
“The TV has always been central to Australian homelife, and with advances in technology and internet-delivered content it’s not surprising that we are seeing greater CTV adoption in the market.
"On the audience side, over-the-top video is a long-term habit whose uptake has been accelerated in the past year across the world, and we expect audience fragmentation across platforms to continue.
"This means advertisers must find long-term solutions to reaching those audiences that spend less time on linear channels, ensuring every campaign is optimised to engage people wherever they are spending their time.”
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