Omnicom Media Group (OMG) has taken a pioneering step in the ANZ market by deploying Samsung Ads' native advertising solutions across its portfolio of luxury advertisers. Mercedes-Benz and MECCA are among the first brands to incorporate native advertising into their Connected TV (CTV) strategies. This move comes as 58% of all streaming time is now spent in ad-free environments on Samsung Smart TVs.

Samsung's Automated Content Recognition (ACR) technology enables native advertising to be tailored to specific audiences. Mercedes-Benz, a leading luxury brand in Australia, and non-entertainment OMG client, is set to launch high-impact native advertising campaigns across Samsung Smart TVs in Australia and New Zealand. MECCA, on the other hand, will launch its native CTV advertising campaign across Australia later this month.

"We are very excited to be partnering with Samsung TV as part of our campaign to cement MECCA as the ultimate gifting destination, in the lead up to Mother's Day. Leveraging impactful native formats on Connected TVs to engage premium audiences is expected to deliver a significant boost in brand awareness for MECCA and we can't wait to see the results." said Hannah Fillis, Head of Digital Marketing & Media, MECCA.

Adam Coulter, Head of Platforms & Capabilities, Omnicom Media Group ANZ, also shared his thoughts on the development. "In this fragmented environment, cutting through the noise is a tall order. Smart TV native placements open up a whole new world of possibilities when it comes to deeper, richer engagement with audiences. We've been able to target high value audiences and still gain significant reach, something we previously couldn't do".

A study from Samsung Ads US, involving over 300 Samsung Ads campaigns, shows a 70% uplift in campaign KPIs when combining CTV video with native ads, versus video-only. "Advertising capabilities continue to be fuelled by Connected TV's growth. Being able to offer impactful, native advertising across the region is a milestone for advertisers. Results from a Samsung Ads US study from over 300 Samsung Ads campaigns show a seventy percent uplift in campaign KPIs when combining CTV video with native ads, versus video-only." said Richard Wheeler, Head of Sales Samsung Ads ANZ.