Samsung Ads, Eyeota team up on connected TV targeting

Samsung Ads Southeast Asia has partnered with Eyeota to combine Smart TV viewership data with consumer data for Connected TV advertising in Singapore, Thailand and the Philippines.

The deal is Samsung Ads' first data partnership in Southeast Asia since Samsung TV Plus launched in the region 18 months ago. It links viewing information from millions of Samsung Smart TVs with Eyeota's audience data, offered through Dun & Bradstreet's sales and marketing services business.

Advertisers running Connected TV campaigns will be able to identify and target households based on selected demographics and interests. The partnership is intended to improve how brands reach audiences across native and video advertising formats on television screens.

The move comes as streaming television advertising gains ground across Southeast Asia and media buyers seek more precise household targeting on internet-connected TV sets. By combining TV viewing signals with third-party consumer data, ad sellers are aiming to offer brands audience segmentation closer to what is available in digital advertising.

Regional focus

The partnership applies across Singapore, Thailand and the Philippines. Samsung Ads described the agreement as a way to deepen its understanding of Samsung TV households in the region, where it also operates the free streaming service Samsung TV Plus.

Samsung TV Plus launched in Southeast Asia 18 months ago. The service is part of the broader free ad-supported television market, where device makers, broadcasters and streaming platforms are competing for advertising budgets as more viewing shifts from traditional linear channels to internet-delivered content.

Eyeota, acquired by Dun & Bradstreet in 2021, specialises in audience data and identity-led advertising services. Under the partnership, it will provide consumer data that can be overlaid with Samsung's television viewership data to create targetable audience groups for advertisers.

That gives brands a way to plan campaigns around household attributes beyond viewing behaviour alone. In practical terms, media buyers can use the combined data to target audiences aligned with product categories, interests or demographic profiles when placing Connected TV campaigns.

Advertising push

The agreement also reflects the growing importance of first-party data held by television manufacturers. Smart TV makers are increasingly using data generated by connected devices and streaming environments to build advertising businesses around their installed base of hardware.

For Samsung Ads, the partnership expands the commercial use of data from its television footprint in Southeast Asia. For Eyeota, it extends the use of its audience data into a regional Connected TV environment tied to one of the world's largest TV manufacturers.

Marc Fanelli, General Manager, Dun & Bradstreet Sales & Marketing Services, outlined the rationale for the deal.

"Whether the goal is driving broad discovery or accurately converting intent into purchase, understanding CTV audiences and meeting them where they are watching is key to delivering campaign impact. Our work with Samsung Ads significantly increases accessibility for brands and advertisers, ensuring campaign budgets are spent reaching the audiences that matter most," said Fanelli.

Alex Spurzem, Managing Director of Samsung Ads Southeast Asia and Oceania, said the arrangement is designed to strengthen advertiser confidence in the medium.

"Our new partnership with Eyeota empowers advertisers to unlock the full potential of Connected TV. The combination of scale and unique audience segmentation gives brands greater confidence that their campaigns are reaching the right consumers to ultimately deliver better outcomes," said Spurzem.

Samsung Ads operates across North and Latin America, Europe, South Korea, Australia and New Zealand, Southeast Asia, India and other markets. The Southeast Asia deal shows how it is extending its regional advertising model by adding external data partnerships to its Smart TV and streaming inventory.

Eyeota operates across Europe, Asia, Australia and the Americas, with activity in more than 180 countries, according to company information. As part of Dun & Bradstreet, it has access to brand and agency clients seeking broader data-driven targeting across digital channels, including Connected TV.

The partnership brings those capabilities together in a market where advertisers are looking for more measurable television campaigns and a better view of which households they are reaching.