DG and Starcom Mediavest Group Bring ElPais.com and AS.com to the New Samsung Smart TV
Madrid, Spain - Samsung, with an on-going commitment to innovation, is once again causing quite a stir with its most recent digital campaign. The company’s latest challenge has been to transfer the sensations experienced when interacting with the new Samsung Smart TV to display, in an unprecedented and high profile move offering full integration between advertising and content.
To do so, the DG MediaMind and Starcom Mediavest Group teams transformed the interface of the elpais.com and as.com portals, making the Samsung Smart TV F8000 their new home. Once inside the site, users could decide to interact creatively and use their mobile devices or tablets as a remote control. The format provides a genuine multiscreen experience, allowing interaction with content in real time from the chosen device.
“Our aim was to create a unique user experience to gain a higher profile and make people aware of the benefits offered by the new range. In order to keep Samsung at the forefront of innovation, we decided it was best to create a new, striking and innovative advertising format that would allow users to become familiar with this new product, while we taught them how to use the television and its capabilities," explains Silvia Sánchez-Brunete, Liquid Thread project manager, Starcom Mediavest Group.
From online newspaper to Smart TV. This digital format from Samsung is just that amazing. "Since the beginning we’ve been thinking of developing a multiscreen experience allowing mobile devices to control desktop developments, immersing the user as part of a dynamic interaction that whets his appetite and awakens his interest”, says Manuel Ferreiro, DG Creative Sales Engineer.
The new Samsung Smart TV format appears when users go online. The Internet user can also access a promotional video for the product and, if the user doesn’t want to browse with the format, he can close it. “We fully customized the format to its content so the format is not intrusive to readers, as they can carry on looking at the content they’re interested in. After entering the online newspaper, all the news appears framed within the Samsung Smart TV, and also displays the ‘look & feel’ the El País app currently has on these televisions," observes María Galán, Liquid Thread media supervisor, Starcom Mediavest Group.
The action hasn’t gone unnoticed, and has caused quite a stir in the industry as demonstrated by the results analysed by DG. “It’s a very exciting format, which has led users to explore it in a big way, as shown by the average user Dwell Rate, which was 8.6%, well above the average in this sector which is 5.96%,” explains Laura Espinosa, DG Spain Account Manager.
Also it is noteworthy that the average interaction time with the creative (Dwell Time) was a minute and a half, while the benchmark for digital ads in Spain is in a minute. It succeeded in generating up to 39 QR codes per minute to experience the Samsung Smart TV. "We’ve even been making some adjustments as we go along to improve performance, because all the teams that have worked on the project understand that the campaign is a living, temperamental and changing organism that needs constant supervision, and even more so with a format of this nature," observes DG’s Manuel Ferreiro.
DG (NASDAQ: DGIT) is the worldwide hub for the management and distribution of multiscreen advertising, of TV, online and mobile campaigns, and of much more. Blending technology and services, DG empowers marketers to work faster, smarter and more competitively. With the world’s largest hybrid satellite and Internet network, the company boasts unrivalled multiscreen campaign management, tools for multichannel research, study and analysis, and unified asset management. DG’s products encompass two ranges for online and video campaign management: MediaMind and VideoFusion. With New York as a centre of operations, DG is a global company that connects over 14,000 advertisers and 7,400 advertising agencies worldwide with their target audiences through an expansive network of over 50,000 media and TV destinations in 78 countries, managing approximately 10% of the world’s media assets. For more information, visit: http://www.dgit.com