Tag: Samsung Ads

Singapore – Magnite has announced it has strengthened its partnership with Samsung Ads to power programmatic advertising on Samsung TV Plus inventory in Singapore, the Philippines and Thailand for the first time. 

Through this expanded partnership, advertisers now have programmatic access to premium video inventory on Samsung’s free ad-supported streaming TV (FAST) service, Samsung TV Plus, which went live across the Southeast Asia region late last year.

Samsung TV Plus is currently available on millions of Samsung Smart TVs across Singapore, the Philippines, and Thailand. The built-in streaming service delivers free, instant access to a wide range of live TV channels spanning entertainment, news, movies and more. 

Fan-favourites including MythBusters, Survivor, Deal or No Deal and Red Bull TV are some of the first channels to arrive on the new platform, with more global and local channels launching in early 2025. Through this new partnership, advertisers will be able to programmatically access Samsung TV Plus’ premium, and growing, in-stream inventory for the first time.

Gavin Buxton, managing director for Asia at Magnite, said, “The powerful combination of Smart TV adoption and increased consumption of ad-supported streaming content in Southeast Asia represents a significant market opportunity. Samsung is uniquely positioned to capitalise upon this transformation, and we are excited to expand our relationship with them. We look forward to working with Samsung to drive results as they leverage our leading streaming technology to help streamline programmatic activation of premium inventory on Samsung TV Plus.”

Meanwhile, Alex Spurzem, managing director at Samsung Ads Southeast Asia and Oceania (SEAO), commented, “Launching our FAST service, as well as native and in-stream ads, in just 12 months reflects the huge opportunity we see in the region. Seven in ten TV viewers already watch ad-supported streaming content and our FAST service gives advertisers a new way to reach this audience. As we scale Samsung TV Plus, Magnite will play a pivotal role by making it programmatically available to brands and agencies across multiple Southeast Asia countries.”

Southeast Asia’s mobile-first habits are heading towards a major shift in 2025, driven by the rapid rise of Smart TV adoption and ad-supported streaming. Similar to India’s adoption of Connected TV (CTV), Southeast Asia is expected to outpace more mature markets, such as Australia, in the next few years. 

CTV blends the premium storytelling of linear TV with digital precision, capturing audience attention on immersive, large screens. As its growing popularity scales the opportunity for co-viewing environments marketers are beginning to understand the untapped impact of the big-screen experience. Not just in terms of reach and brand awareness but for driving measurable outcomes.

Growing interest from both local advertisers and global brands looking to reach Southeast Asian audiences has supercharged CTV growth potential. The region is already experiencing rising CTV ad spend – with open programmatic CTV ad spend up 43% in Q1 of this year, compared with 2023 – and this is only set to continue into 2025. What really makes it interesting, though, is where that spend will come from. 

In many other countries, we’ve seen a sizable shift in ad dollars from linear to Connected TV. But here, in a predominantly mobile-first region, we also expect to see it flow from social and digital video, setting a bold new course for digital advertising in Southeast Asia. 

Smart TVs: The Gateway to Growing OTT Audiences

In Southeast Asia, we’re seeing a significant shift to streaming. With the region’s OTT market expected to reach $4.5 billion next year and APAC representing almost half of all global Smart TV shipments by 2027, Connected TV is set to take on the role as hub of the home. But it’s still going to take time for streaming to become the norm. 

Skyrocketing Smart TV penetration in Southeast Asia is being driven by affordability, the growth of streaming apps and the rise of ad-supported models, like FAST and AVOD. As these formats gain traction, they provide an opportunity for marketers to connect with cost-conscious audiences that increasingly prefer streaming. 

This significant shift in audience behaviour means advertisers relying solely on free-to-air TV to get their brand seen are at risk of missing audiences – particularly younger demographics. As advertising capabilities are being fueled by the growth of Smart TV, it’s now essential for brands to rethink their media mix and consider how Connected TV (CTV) can play a role in reaching untapped audiences.

Rise of Ad-Supported Streaming: Getting in the FAST lane

According to reports, Southeast Asia’s Subscription – or Premium – Video On Demand sector (SVOD) bounced back this year after a tough period, representing 1.6 million new subscriptions year-on-year. At the same time, as more Smart TVs have been switched on, consumers have also increasingly embraced ads in exchange for quality content. As a result, the region is now on track to contribute a significant US $796 million to global FAST revenues by 2027. 

FAST, or Free Ad-Supported Streaming TV, is not trying to replace SVOD. Just like every other country, consumers ultimately gravitate towards the content they want to watch regardless of format. TV is just TV in the eyes of viewers.

FAST is still the new kid on the block in many countries, including Southeast Asia, but here seven in ten TV viewers already consume ad-supported streaming. What makes it attractive isn’t a complete reinvention of the viewing experience: it’s the welcome reprieve to the paradox of choice. FAST allows consumers to simply tune into a channel, lean back and relax for free, all in a streaming environment.

FAST also goes one step further by providing viewers with a short-cut to content. Unlike traditional TV, which requires substantial scale to break even, FAST offers a new format that enables single channel shows, nostalgic favourites and genre-based channels, as well as general entertainment, to be set up more easily. It’s easy to understand the consumer appeal of quality content that audiences can effortlessly dip into.

Local Stories, Global Platforms: The Power of Regional Content on FAST

Southeast Asia might be an emerging FAST market, but this places it at a significant advantage compared to more mature and developed markets like the UK and US. With a successful blueprint already available to work from, Southeast Asia has the unique potential to leapfrog FAST generations, drive faster adoption rates and scale at speed with offerings unique to its diverse region.

Home to almost 700 million people, Southeast Asia is a region where global content providers can achieve massive scale by tailoring content to highly specific, local preferences. With research showing local, culturally-reflective content drives repeat usage, it’s no surprise we’re already seeing platforms tap into nuances and language variations. For advertisers, this approach offers a powerful mechanism to address highly-engaged yet varied audience segments across markets like Indonesia, Thailand, and Vietnam through premium ad placement opportunities.

Looking ahead, the lower entry cost of FAST services will also create even more opportunity for localised offerings, both at home and abroad. For instance, sophisticated dubbing can enhance news channels, making them accessible in various languages and dialects across Southeast Asia. On the flip side, it can also help local content find new audiences globally, such as K-Content.

This thought leadership is written by Alex Spurzem, Managing Director, Samsung Ads Southeast Asia and Oceania (SEAO)

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT in Marketing 2024-2025, a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.

Singapore – United Overseas Bank has collaborated with Samsung Ads to launch a multi-country connected TV (CTV) campaign across Southeast Asia during a key sporting event. 

The CTV campaign, in partnership with media agency Mindshare, ran across Samsung TVs in Singapore, Thailand, Malaysia, and Indonesia. 

The campaign aims to highlight UOB’s TMRW, a regional banking app, and boost its brand visibility in SEA.

Integrating the TMRW advertisement in Samsung Smart TVs enables UOB to capitalise on peak TV viewership during the global event. It allowed UOB to maximise reach without traditional sponsorship. 

Aired during the opening and closing ceremonies of the sporting event, the campaign ran simultaneously in all four countries in three different languages.

“We are pioneering CTV in the financial sector by employing innovative formats like strategic roadblocks and QR codes. By capitalising on a major sporting moment, we maximised reach during peak viewership, enhanced engagement with UOB TMRW app, and gained valuable insights into campaign ROI.” Sivea Pascale, head of group retail marketing at United Overseas Bank, said.

Carey Loh, managing director of Mindshare, part of GroupM, commented, “This was not only our first multi-country roadblock but also our debut campaign on Samsung Ads in Southeast Asia. The seamless execution placed our content front and center with a large, engaged audience, boosting awareness and driving action. Reaching households as they turn on the TV proved to be a game-changer.”

“UOB’s out-of-the-box approach during a major cultural event leveraged the rapid adoption of Connected TVs in the region. The integrated native ad format cut through the noise and highlighted the impact of strategic timing, engaging content, and innovative execution in Southeast Asia’s advertising landscape,” Alex Spurzem, managing director of Samsung Ads Southeast Asia and Oceania (SEAO), said.

Singapore – The advertising arm of Samsung Electronics, Samsung Ads, has expanded into Southeast Asia in an effort to facilitate the wider deployment of native advertising solutions across millions of Samsung-powered smart TVs.

The company claims that native ad formats can now, for the first time, be integrated into the Samsung Smart TV experience, allowing marketers to use Samsung Ads’ first-party device data for improved targeting, measurability, and insights.

Samsung Ads will now be operating in the countries ofIndonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam in Southeast Asia.

Speaking about the expansion in SEA, Alex Spurzem, managing director of Samsung Ads ANZ & SEA, said, “Connected TV penetration is above 50 percent in several key markets across Southeast Asia. By bringing our native advertising solutions to market, brands and advertisers can now reach households as soon as they turn their TV on.”