MediaMind : DG and Starcom Mediavest Group bring elpais.com and as.com to the
new Samsung Smart TV
DG and Starcom Mediavest Group bring elpais.com and as.com to the new Samsung
The Samsung digital format, launched by Starcom Mediavest Group with DG
MediaMind creativity and technology, has allowed users to transform their
mobile or tablet into a remote control for experiencing the new Samsung Smart
New York, NY and Madrid, Spain - May 9, 2013 - 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
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
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 under 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 leading global multiscreen advertising management and
distribution platform, fueling campaign management across TV, online, mobile
and beyond. Through a combination of technology and services, DG empowers
brands and advertisers to work faster, smarter and more competitively.
Boasting the world's largest hybrid satellite and internet network for
broadcast video delivery, the company's unparalleled campaign management
encompasses multiscreen ad delivery, cross-channel research and analytics, and
unified asset management. The DG product portfolio consists of two
overarching product lines for online and video campaign management: MediaMind
With New York as a center of operations, DG is a global company that connects
over 14,000 advertisers and 7,400 agencies worldwide with their targeted
audiences through an expansive network of over 50,000 media destinations
across TV broadcast and digital advertising in 78 countries, managing
approximately ten percent of the world's media assets. For more information,
visit http://www.dgit.com.For more information, visit: http://www.dgit.com.
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Source: MediaMind via Thomson Reuters ONE
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