Driving incremental
reach for a leading
CPG Advertiser
Get in touch at adsales@samsung.comsamsungads.com
Objective
A popular CPG brand turned to Samsung to solve for
incrementality to linear against their target
in-market customer of diaper purchasers
Challenge
Macro shifts in linear viewing behaviors make it
increasingly difficult for brands to efficiently deliver
their messaging to desired audiences. Linear ads
alone reach just 19% of Samsung’s diaper purchaser
segment, meaning this brand’s ads were missed by
81% of their target audience
Solution
Samsung Ads leveraged its massive scale and
proprietary audience data to unlock new audiences
for the client, delivering unique reach against the
brand’s target audience at optimal frequency levels
53%Incremental reach against
“Diaper Purchasers” universe
Source: Samsung Ads proprietary ACR data, Jan-Feb 2023.
+2MIncremental viewers in
“Diaper Purchaser” universe
Value and impact
Reach
Via O&O and PMP channels, Samsung reached
mostly (90%) non-linear and light linear viewers,
unreachable by linear
Efficiency
The campaign achieved far less waste and
frequency than the client’s linear campaign alone:
Samsung's reach against the in-market audience
out-delivered the linear campaign, despite linear
having 10x the amount of impressions in-market
Insights
Samsung’s 1P incremental reach analysis
offered industry-leading TV viewership data to
the CPG brand