Samsung is one of the world’s largest producers of electronics, including TVs, smartphones, tablets, and home appliances. The company, which produces about a fifth of South Korea’s total exports, has carved out a niche in the tech sector.
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Arouse the interest of new audiences for the launch of a new range of Business TV
Samsung had developed a new line of Business TVs with high-quality displays and easy-to-use software dedicated to business-to-business (B2B) services, including restaurants, shops, schools, hospitals and hotel receptions, as well as bars and pubs. Samsung wanted to reach new B2B audiences of all these services for its Business TV launch in Italy. The brand needed a plan that would allow it to reach new B2B audiences, spark their interest, and share the benefits of newly launched TVs.
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Integration of new B2B audiences throughout the customer journey
Samsung has developed a strategy with Amazon Advertising to introduce TVs to new business customers and engage the most interested audiences over a three-month period. For the first time, Samsung’s Information Technology division launched a video solution using the video ad creator tool and standard video to launch a video ad promoting new televisions. Along with Amazon DSP, Samsung shared the video with Amazon’s B2B customers and Standard Industry Classification Code (CIT) audiences who played a key role in the campaign.
To complement the video campaign, Samsung launched a B2B sponsorship on Amazon Business by showcasing desktop and mobile banners on Amazon Business. Samsung has used Amazon DSP both on and off Amazon Italy’s website, amazon.it, to provide static display banners related to the Brand store. Samsung ended its campaign with revival marketing of dynamic e-commerce ad creatives that featured links to detailed product pages, to help audiences already involved make informed buying decisions.
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Better benchmarking and identification of a range of new audiences
The video campaign achieved an average video completion rate (VCR) of 77% on Amazon DSP compared to Amazon’s VCR benchmark of 72% *. The inclusion of new B2B customers has surpassed Samsung’s initial goal. The Wholesale, Retail, Finance, Transportation and General Services (SIC) Standard Industry Classification Code (SIC) audiences drove performance, with a video completion rate of 82%.
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Working with Amazon Advertising has allowed us to optimize our marketing strategy by introducing new B2B customers into our Business TV launch plan. The video campaign proved to be extremely effective in getting results, as evidenced by an average video completion rate of 77% and an average video completion rate of 82% for the top performing videos, obtained from five new CTI code audiences.– Daniele Patisso, Head of Visual Display Marketing and Storage at Samsung Electronics Italia.
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* Reference Amazon Italy Video Completion Rate (VCR) Category TV 2019/2020
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