Singapore, 20 November 2024: In a Southeast Asian (SEA) market first, United Overseas Bank (UOB) has delivered a strategically-timed, multi-country roadblock in partnership with Samsung Ads SEA, the advertising division of Samsung Electronics. The Connected TV advertising campaign, which ran during the opening and closing ceremonies of one of the world’s key sporting events, reached six in ten addressable Samsung TVs across Singapore, Thailand, Malaysia and Indonesia in just six hours – resulting in 100% share of voice.
The CTV campaign, run in partnership with global media agency, MindShare, was designed to grab interest in UOB’s all-in-one regional banking app, TMRW, and enhance brand visibility across Southeast Asia. UOB is the first brand to execute the innovative multi-country roadblock with Samsung Ads in the region – a strategy that guarantees 100% ownership of ad impressions.
By seamlessly integrating the immersive TMRW ad into the Samsung Smart TV experience during peak TV viewership and engagement, UOB captured viewers’ attention as soon as they turned their TV on. Maximising reach and leveraging a global cultural event without the need for sponsorship.
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The home screen campaign, which ran concurrently across all four countries in three different languages, performed above global benchmarks. On average, the ads reached 64% of the total addressable TVs over a period of six hours, achieving 0.44% click-through-rate (CTR).) The campaign’s end card, featuring a QR code to a unique landing page on UOB’s website, was a driver of further engagement.
“We are pioneering CTV in the financial sector by employing innovative formats like strategic roadblocks and QR codes. By capitalising on a major sporting moment, we maximised reach during peak viewership, enhanced engagement with UOB TMRW app, and gained valuable insights into campaign ROI.” said Sivea Pascale, Head of Group Retail Marketing, United Overseas Bank.
Carey Loh, Managing Director Mindshare, part of GroupM, said, “This was not only our first multi-country roadblock but also our debut campaign on Samsung Ads in Southeast Asia. The seamless execution placed our content front and center with a large, engaged audience, boosting awareness and driving action. Reaching households as they turn on the TV proved to be a game-changer.”
Alex Spurzem, Managing Director, Samsung Ads Southeast Asia and Oceania (SEAO), added: “UOB’s out-of-the-box approach during a major cultural event leveraged the rapid adoption of Connected TVs in the region. The integrated native ad format cut through the noise and highlighted the impact of strategic timing, engaging content, and innovative execution in Southeast Asia’s advertising landscape.”
About Samsung Ads South East Asia
Samsung Ads delivers Advanced TV advertising at scale on the world’s smartest connected audience platform. Our smart TV advertising solutions are built on a unique source of TV data from millions of Smart TVs across several countries in Southeast Asia
Samsung Ads provides the holistic view advertisers need, connecting linear, OTT, and gaming to help brands see the total advanced TV picture. Brands turn to our managed service and programmatic offerings to achieve incremental reach, complement linear TV campaigns, manage frequency, find difficult-to-reach audiences and most importantly, measure outcomes.
Launched in the US in 2015, Samsung Ads now operates in North and Latin America, Europe, South Korea, ANZ, SEA and India. Samsung Ads is a division of Samsung Electronics which is the #1 TV manufacturer globally.
About Samsung Electronics Co., Ltd.
Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, home appliances, network systems, and memory, system LSI, foundry and LED solutions, and delivering a seamless connected experience through its SmartThings ecosystem and open collaboration with partners. For the latest news, please visit the Samsung Newsroom at news.samsung.com
