Wurl Expands Into Europe With Samsung TV Plus Deal

Further evidence of the rapid growth in Connected TV (CTV) viewing has come from Samsung’s TV Plus package deploying advertising services in Europe from Wurl, based in Palo Alto, California.

This expands further the pool of inventory available for targeted advertising via Samsung’s popular TV Plus ad-supported Free to Air (FTA) service around the world.

Wurl’s network already delivers video and enables targeted ad insertion for Samsung TV Plus in the US, where connected TVs now account for over 50% of all OTT viewing, according to audience measurement giant Nielsen. This uses Wurl’s AdSpring service for connected TVs, which now delivers 125 live, linear and video on demand (VoD) channels to more than 50 million viewers in the US. The Samsung TV Plus deal signals European expansion that will enable several million additional viewers on board to access channels from its lineup including Tastemade, Dust, Eleven Sports, Edge Sport, CBS News and Insight TV.

“The massive popularity of Samsung TV Plus provides a clear validation of the expanding CTV ecosystem,” said Sean Doherty, CEO of Wurl. “Our role is to provide the advertising technology and distribution network that enables video producers to reach more TV viewers and generate more revenue via the most popular platforms, like Samsung TV Plus.”

Established in December 2016 in the US, Samsung TV Plus is pre-installed on all 2016-2019 Samsung smart TVs. Wurl facilitates video distribution and cloud-based, turnkey server-side ad insertion (SSAI). This allows operators such as Samsung TV Plus to insert ads mid-roll into linear or on-demand programming for distribution to any connected device. Available via a pay-as-you-go model, AdSpring is used to schedule the location and duration of mid-roll ad breaks, with ad markers triggering real-time targeted ad requests. Personally targeted ads selected on the basis of user information combined with other factors such as content type and time of day, are then stitched into the live video stream, with viewing of each ad measured for reporting. Producers only pay for ads inserted and viewed.

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