Samsung: Pioneering programmatic in-game advertising

Samsung, an electronics company, launched a campaign in Spain to promote the Samsung Galaxy A and connect with millennials and Gen Z.

Campaign details

Brand: SamsungBrand owner: SamsungEntrant company: Starcom, MadridMarket: SpainSector: Mobile devicesMedia channels: Gaming & in-game advertising, Programmatic displayBudget: 500k - 1 million

Executive summary

When the launch of the new Samsung Galaxy A - which is the mid-range Samsung´s smartphones – took place, we had a very challenging landscape, especially, with new competitors entering the scene.

Samsung had a need to connect with Millennial and Generation Z young people. The Galaxy A series was designed and launched to appeal to these demanding audiences by featuring all...

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