Omnicom Media Group (OMG) has deployed Samsung Ads' native advertising solutions across its roster of luxury advertisers in the Australian and New Zealand (ANZ) market.

Mercedes-Benz and MECCA are among the first brands to incorporate native advertising into their Connected TV (CTV) strategies, rolling out high-impact native advertising campaigns across Samsung Smart TVs in Australia and New Zealand.

Samsung's Automated Content Recognition (ACR) technology allows native advertising to be tailored to specific audiences, offering an alternative to traditional channels, where 58% of all time spent streaming now occurring in ad-free environments.

Head of Digital Marketing & Media at MECCA, Hannah Fillis, said: "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."

Head of Platforms & Capabilities at Omnicom Media Group ANZ, Adam Coulter, said: "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."

According to a Samsung Ads US study, combining CTV video with native ads results in a 70% uplift in campaign KPIs, compared to video-only.

Head of Sales Samsung Ads ANZ, Richard Wheeler, said: "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."