Samsung Ads has announced the launch of Insights Planner in the Spanish market, a new tool designed to offer comprehensive TV planning in today's fragmented media ecosystem. The platform seeks to merge and analyse linear TV consumption and that of streaming platforms, providing a unified view for advertisers.
Insights Planner is positioned as a solution to address the growing complexity of TV campaign planning. The tool leverages first-party data from Samsung Ads, obtained through its Automatic Content Recognition (ACR) technology on Samsung Smart TVs, and combines it with third-party data. This approach allows advertisers to gain a deeper understanding of user interaction with TV content.
Key features of Insights Planner include the ability to identify users' exposure to linear TV campaigns and enrich these profiles with detailed demographic and behavioural information. The aim is to provide marketers with a tool that facilitates informed decision making, enabling more accurate optimisation of media strategies and greater effectiveness of advertising spend in the Spanish TV environment.
The launch of Insights Planner responds to the market's need for a tool that removes the barriers between different TV consumption environments, offering a holistic view of viewer behaviour. This innovation is expected to contribute to greater efficiency and personalisation in the execution of advertising campaigns on Spanish television.
