Observed Signal · May 5, 2026 · Analysis · Source: VideoWeek · Impact: 2/5 · Sentiment: Positive
Let 'Living Data' Drive Total TV Planning
Matt Bryan, Director of Analytics & Insights at Samsung Ads EMEA, argues that effective Total TV and CTV planning requires combining consented first-party viewing data with third-party signals and continuously refreshing those signals — a concept he labels 'living data'. Using Samsung smart TV viewing metrics (streaming 55% vs linear 45% in Europe), Bryan explains first-party CTV data gives observed behaviour and context (apps, duration, co‑viewing, gaming), while third‑party intent and external datasets add earlier-funnel interest and purchase context. He recommends anchoring plans in consented first-party viewing signals, layering third-party and advertiser-owned inputs where they add value, and adopting dynamic, cross‑screen measurement and frequency management to follow audience movement across linear, SVOD, AVOD and other screens.
Provides actionable strategic guidance for CTV/Total TV planners on combining consented first‑party viewing data with third‑party signals and dynamic measurement — relevant to media buyers and platform owners but not a platform policy or major product release.
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Key Takeaways & Evidence Grounding
- Article authored by Matt Bryan, Director of Analytics & Insights at Samsung Ads EMEA, published on VideoWeek on 2026-05-05.
- Samsung smart TV data cited shows European viewing split of approximately 55% streaming and 45% linear.
- The article promotes the concept of 'living data' — continuously refreshed signals from connected devices (CTV and mobile) to track audience movement across screens and services.
- Bombora research is cited showing 66% of B2B marketers use a mix of first- and third-party data.
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Related Market Signals & Shifts
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Samsung Ads: CTV Is More Than Streaming
Samsung Ads' Matt Bryan argues that CTV should be defined as data-rich advertising beyond traditional streaming, encompassing all activity on Smart TVs. In a VideoWeek interview filmed at Roadmap in London, Bryan explains that Smart TV data captures user interactions across streaming, gaming, and linear TV on the device, enabling advertisers to run holistic campaigns that span multiple media types. The discussion touches on home screen ads and the broader connected-home ecosystem as ways to bolster CTV strategies. The piece positions Samsung Ads as advocating for an integrated, device-centric approach to cross-media planning, using first-party data and device signals to improve targeting and measurement across screens.
Samsung Ads Tackles TV Fragmentation with Data-Driven Insights
Christian Russ of Samsung Ads discusses Cannes insights on data-driven TV and fragmentation. AI, including Agentic AI, and Connected TV were prominent, with Creator Economy and YouTube on smart TVs, alongside Joyn's community-focused approach. He notes younger viewers favor streaming while linear TV remains relevant for older audiences; 74% of users start on the smart TV home screen rather than the program, a key branding touchpoint. On data strategy, Samsung Ads plans to merge device data with third-party datasets from MasterCard, Axiom, and AZ Bertelsmann to derive audience-based insights, and it is a founding member of Project Origin in the UK. Market initiatives—AGF (Germany), Médiamétrie (France), and Project Origin (UK)—seek to merge datasets, often starting with panel data and gradually incorporating device data. First-party data from Samsung devices and smartphones is central, with explicit consent, and potential for cross-device targeting and attribution.
Connected TV: The Rise of Mobile-Driven Advertising
ADZINE discusses how Connected TV is reshaping advertising through data-driven integration of TV and mobile signals, with the Homescreen becoming a premier discovery and advertising surface amid growing streaming fragmentation. The Homescreen is described as a high-reach environment where users start their TV journey roughly five times a day and spend over ten minutes browsing, enabling incremental reach and cross-screen campaigns. In Germany, H2 2024 saw 2.3 billion Samsung Smart-TV app launches, up 12% year over year. Europe-wide, 70 million Smart-TVs are linked to 20 million Samsung smartphones to bolster the Second Screen approach. Prime time (21:00–22:00) reveals elevated parallel usage of TV and mobile, with TV usage up 22% and smartphone usage up 28% vs. daily averages. The data strategy relies on explicit user consent, uses first-party data plus mobile signals, includes MMP integrations (USA), and is in beta testing, with early use cases across finance, EVs, and beauty/fashion illustrating potential for mobile-conversion-driven CTV campaigns.
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