Retail Media Monthly: Samsung Lit Up the Holiday Season

Samsung’s Retail Media Impressions Reached New Heights

November was a game-changer for Samsung, with retail media impressions skyrocketing 6x MoM to an impressive total of 829M. In fact, Samsung was the #1 largest advertiser at Best Buy and Costco in November, while also claiming the #2 spot at Walmart and The Home Depot, demonstrating their commitment to winning the holiday season.

Samsung Showcased its Diverse Portfolio, Led by TVs

In November, Samsung’s retail media advertising supported a wide range of products, from TVs to smartphones and appliances. TVs stole the show with 345M impressions, led by Black Friday promotions at Best Buy. For nearly every Samsung product, impressions saw significant MoM growth in November.

Samsung Leveraged Seven RMNs to Maximize Holiday Exposure

Samsung strategically tapped into seven different retail media networks to promote their wide range of product offerings. The chart below provides a glimpse into Samsung’s portfolio management strategy. While TVs took center stage at Best Buy, Samsung focused on Galaxy devices at Walmart and prioritized appliances at The Home Depot and Lowe’s.

Samsung Tailored their Channel Mix for Each Retailer

Overall, Samsung executed the largest share of November impressions on Facebook (29%) and OffSite Display (25%), while their channel mix varied considerably by retailer. At Walmart, for example, Samsung leaned into Facebook, where ads promoted deals on Samsung smartphones. At Costco, all impressions ran on OffSite Display, with ads promoting “Early Holiday Deals on TVs.”

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