Skip used Samsung Ads' Optimal Reach tool to identify and reduce audience overlap between linear TV and streaming campaigns. The test resulted in 200,000 incremental households reached and a 43% reduction in cost per unique reach compared to control groups.
The ability to suppress redundant impressions across linear and CTV environments addresses the 'duplication tax' that currently inflates customer acquisition costs for multi-channel advertisers. As streaming platforms and OEMs like Samsung Ads leverage ACR data to provide a unified view of the household, the industry is moving toward a model where TV is planned as a single connected buy rather than siloed budgets. This shift forces a transition from measuring raw impressions to prioritizing unique reach lift as the primary KPI for video spend. Watch for other hardware manufacturers to release similar cross-environment suppression tools to compete for performance-oriented brand budgets.
As marketers pivot to CTV to capture audiences, the industry is also working to solve cross-platform measurement fragmentation to ensure that reach metrics remain consistent across different media environments. Recent efforts like Walmart Connect expanding CTV measurement further highlight the industry's focus on bridging the gap between digital and traditional TV buying.
Food delivery app Skip utilized Samsung Ads Optimal Reach to identify 200,000 incremental households by reducing ad overlap between linear and streaming campaigns. By leveraging automatic content recognition data from 7 million Canadian smart TVs, the brand achieved a 43% reduction in cost per unique reach and an 18% unique reach lift.
Skip identified 200,000 incremental households by using Samsung Ads Optimal Reach to reduce overlap between its linear and streaming campaigns.
The duplication tax refers to redundant impressions across linear and CTV environments that inflate customer acquisition costs for multi-channel advertisers.
Skip achieved a 43% reduction in cost per unique reach by utilizing Samsung's cross-platform suppression tools.
Samsung Ads uses automatic content recognition (ACR) data from 7 million Canadian smart TVs to track overlap across Samsung TV, linear, and AVOD environments.
Add StreamingMeme as a preferred source on Google to see more of our streaming news at the top of your Search results.
Add as preferred source