Case Study: Samsung boosts brand perception and conversions with The Trade Desk

Samsung New Zealand upgrades its brand perception while driving consideration and conversions

Samsung New Zealand partnered with The Trade Desk to launch its Galaxy S23 and S23+ smartphones while improving brand perception in a competitive market. Working with agency Starcom, Samsung needed to cut through the noise, boost awareness, and drive more consideration and conversions among New Zealand smartphone buyers.

The Trade Desk helped Samsung use cross-device targeting, programmatic display and video, universal pixel measurement, and Koa™ AI optimization, alongside a Lucid brand lift study. The campaign delivered a 9.1% increase in ad recall, a 10.9% lift in consideration versus Lucid’s New Zealand benchmark of 2.98%, and 78% of conversions from users exposed to both display and video ads. It also drove 1.5x higher conversion likelihood with prior programmatic exposure and reduced average conversion time from 14 to 4 days across multiple devices and channels.

Samsung

Nikola McCarthy

Head of Digital, Samsung