Samsung Ads teams up with Davis Elen Advertising to drive ad impact for the Southern California Toyota Dealers Association (SCTDA)
Innovations in CTV (connected TV) are contributing to the evolving advertising landscape, providing both opportunities and challenges for advertisers eager to reach consumers enjoying streaming digital video content. In 2023, 88% of U.S. households owned at least one internet-connected TV device,1 and the market is expected to grow to $40 billion by 2027.2 In the face of such market expansion, reaching the right audience at the right time while making a measurable impact becomes more important than ever.
The power of testing a new strategy
Working to help the SCTDA improve outreach and expand Toyota brand recognition, Davis Elen Advertising and Samsung Ads collaborated to test a new media strategy to break through the CTV noise and reach viewers effectively.
Samsung Ads suggested that pairing CTV video ads with high-impact ads native to the Samsung Smart TV environment would be more impactful than showing CTV video ads alone. Before launching a live campaign, however, Samsung Ads tapped MediaScience, a leading audience research provider, to help test the effectiveness of this approach.
“Samsung Ads is not only committed to leveraging our own industry expertise, but we continue to collaborate with other leading industry professionals,” says Ryan Iwanoff, senior sales executive on Samsung’s automotive team. “Together, we’re able to pioneer innovative strategies that prove success, while also driving meaningful transformation in the media space.”
Boosts in brand consideration, recall impact and viewing experience
In a controlled experiment, Samsung Ads and MediaScience tested the effect of exposure to video and/or native ad units. More than 200 experiment participants installed the MediaScience app on their CTV devices,3 and chose from a selection of 30-minute dramas and sitcoms in a simulated CTV experience designed to match their home screens.
While watching their shows, viewers were exposed to different CTV-adjacent ad conditions. They then took a survey immediately after viewing to assess brand impact.
The study found that priming viewers with a brand messaging display ad prior to a video ad improved the ad-viewing experience and increased the video placement’s relevance and impact across several parameters.
Brand consideration increased after viewers were exposed to a display ad and a midroll ad as compared to a midroll ad alone. Viewers were:
● 147% more likely to say they’d look for more information about Toyota4
● 146% more likely to say they’d search for the Toyota brand online4
Recall impact and viewer experience also improved when a display ad preceded a midroll ad, with participants experiencing:
● 32% increase in unaided recall of Toyota4
● 13% increase in brand recognition of Toyota4
● 21% decrease in ad intrusiveness4
Reimagining what’s possible
Samsung Ads is dedicated to maximizing reach and driving efficiency at each step of the advertising journey. “Learnings from our campaign with Samsung Ads are invaluable as we look to drive innovation and results across multiple lines of business,” says Drew Olkowski, media director at Davis Elen Advertising. “Samsung Ads has proven to be the ideal partner to help us test and implement new, non-traditional creative strategies.”
1 Statista, “Connected TV advertising in the U.S. – statistics and facts,” Sep 15, 2023.
2 Statista, “Connected TV (CTV) advertising spending in the United States from 2019 to 2027,” Aug 29, 2023.
3 Note: Desktops were not used as a proxy for CTV.
4 Source: MediaScience CTV + Home Screen Ad Effectiveness Study–2023.
