Samsung Ads brings native ads to Southeast Asia

Samsung Ads, the advertising division of Samsung Electronics, has expanded into Southeast Asia to operate in Singapore, Malaysia, Indonesia, the Philippines, Thailand and Vietnam. The expansion will enable native advertising solutions across millions of Samsung-powered Smart TVs.

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Native ad formats can now be integrated into the Samsung Smart TV experience, a first in the region. In turn, marketers can leverage Samsung Ads’ first-party device data for greater targeting, measurability, and insights.

“Connected TV penetration is above 50 percent in several key markets across Southeast Asia. By bringing our native advertising solutions to market, brands and advertisers can now reach households as soon as they turn their TV on,” said Alex Spurzem (pictured), managing director, ANZ & SEA.

The move comes as CTV and OTT advertising are gaining prominence in Asia. According to an "APAC connected TV trends, 2023: Advertiser and viewer perceptions" report on Aps Flyer, currently CTV is becoming part and parcel of everyday life in APAC where over 60% of the world’s subscription OTT hails from.

The study states that nearly 50% of brands believe CTV advertising to be bigger than even mobile in the next five years, and 60% of brands in APAC run CTV ads with retail/ecommerce leading the pack. The top reasons for advertising on CTV are the rate of engagement (79%) and to engage with new audiences (71%).

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