Tech companies like Samsung are moving into the advertising business, relying on customer data to create targeted content — but it takes a lot more than that to succeed (by digitalshields)
— it was hard to miss the presence of the biggest players in the industry. Google bought everyone in one conference hall donuts; WarnerMedia took over a full restaurant while hosting a mini VR experience. Here's a question: Did you know Samsung was in the ad business? You know, the South Korean guys known for cool cell phones and fridges and speakers and laptops — and yes, giant TVs.
I can't decide if this represents a brilliant, potentially disruptive new set of contenders for the $70 billion ad market ... or a total fool's errand.For starters, these companies make hardware. Advertising is not their core business, and likely won't ever be. Those with long memories will recall the cable ad data consortium that rolled out in the early 2000s with enormous promise and proved an enormousScott Ferber, who founded the early web video ad tech firm Videology, sees parallels between cable providers' lackluster embrace of advertising and the TV manufacturers of today.
So Samsung knows exactly what shows and ads its TV owners are watching, and for how long they watch. And they don't share data with anybody, Oh said. More importantly, Roku controls 30% of the ad inventory from its partners. So it's got all three legs of Ferber's ad stool. As the OTT ad market evolves, real estate is everything. If smart TVs' built-in user interfaces become the new way people pick which apps and shows to watch, TV makers could be thrust into a new pole position.
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