Drei relies on advertising on Connected TV for XMAS campaign

19.12.2023

Press
Smart TV
Cases

For its Christmas campaign, the Telekom full-service provider Drei is relying on the "Streaming Tips" from Samsung Ads, a content recommendation on the Samsung Smart Ads home screen, sponsored by Drei. This form of advertising on Connected TV creates an initial contact in the "Key Content Discovery Moment" on all Samsung Smart TV devices. 85% of all Samsung Smart TV users* who are looking for their chosen program search for content in the start menu or in apps. With the streaming tips, Drei reaches streamers exactly when they are actively searching for content. Together with Goldbach Austria, the creative agency Wien Nord and the media agency UM Pan Media, Drei is using this innovative form of advertising to promote the current Christmas campaign in which "everyone earns a Christmas bonus. Up to €150 free & top smartphones from €0!"

Our many years of positive experience in campaign playout with Connected TV Ads and Addressable TV advertising confirms the relevance of our media planning. The intersection of our Xmas campaign with the Samsung TV Plus FAST Channel "X-Mas Mix" brings us additional relevance for the user.

is how Alexander Binder, Media Manager at Drei Österreich, describes the decision to use this innovative form of advertising

Lisa Hemersam, Senior Key Account Manager at marketer Goldbach Austria and responsible for the campaign, on the benefits of the new format in the Goldbach Advanced TV portfolio: "Consumer 1st applies here: through the association with content in the central content discovery element, the attention is unsurpassed. For the Drei brand, the Spirit of Christmas was perfectly combined with the Christmas campaign and the streaming tip for the CTV channel "X-Mas Mix", where wonderful Christmas films can be seen 24 hours a day, using the Dynamic Masthead from Samsung Ads."

Implementation:

Three Austria: Alexander Binder, Media Manager
UM PanMedia (media agency): Denise Waringer, Associate Digital Client Consulting Director
Vienna North Serviceplan (creative agency): Nadine Klemisch, Senior Account Manager
Goldbach Austria: Lisa Sophie Hemersam, Senior Key Account Manager

*(Source: Samsung Ads & IPSOS Research Q4 21 "Getting Closer to the CTV Audience" Germany, All respondents who use a Smart TV, n= 5002)

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