The Incremental Reach report describes the incremental reach Samsung Ads drives with respect to your Linear Ad spend.

This report is generated by measuring your linear reach against reach achieved via Samsung Ads (i.e. Samsung inventory and/or cross-device).

The Incremental Reach Report reveals the incremental reach you were able to achieve in the Samsung Ecosystem in addition to your linear ad spend.

Based on these insights, you can better adjust your media spending strategy to better target the underexposed or unexposed audience.

Create a report

1. Click on Reports on the left hand menu and select Incremental Reach under the Audiences report section. The Incremental Reach screen will be displayed.
2. Click New Report on the upper right. The New Incremental Reach Report screen will be displayed.

The report is created by completing the following 3 panels:

• Campaign/flight Selection
• Linear creatives
• Audience For analysis

Follow the guidance in the sections below to complete the panels.

Campaign/flight selection

Select the campaigns/flights that were set up in Samsung DSP for which you want to calculate the reach.

1. Advertiser: Select the advertiser associated with the campaign(s) for which you want to generate the report for.
2. Study period: Select a study period for the report. The study period consists of a period between the specified start and end dates. Click on the date field and a calendar will appear. Click on a date to start the study period, a date to end the study period. Click Apply.
3. Report name: The report name will auto-populate based on the Advertiser and Study Period you chose. However, you can modify the report name.
4. The campaigns/flights displayed in the list will be filtered according to the Advertiser and Study Period selected.
   By default the list will be displayed at the Campaign level. Click on the arrow to expand the selected campaign to reveal its flights. Tick the checkboxes of the campaign(s)/flight(s) you want to include in the report.

Linear creatives

Specify the linear media against which you want your Samsung Ads reach to be compared to calculate the Incremental reach.

1. Region and Country: Specify the Region and Country where linear creatives were shown. This will filter the Linear Creative selection below.
2. Study period: Select a study period for the linear content. Called Linear Study Period in the report output, this will filter the selection of linear content shown in the linear content selection below.
   The Linear Study Period can be different from Samsung Campaign Study Period. For instance, if your Linear Ads were running during the month of February 2022 and Samsung Campaigns were running during the month of March 2022, you would generate the report to see how many people saw your Linear Ads in February and were then exposed to the Samsung campaigns in March. To do so, you would set February as the Linear Study Period and March as the Campaigns/Flights study period.
   • Click on the date field and a calendar will appear.
   • Click on a date to start the Study Period, a date to end the Study Period, then click on Apply.
3. Parameters: Select either one or more Linear Advertiser_(s)/_Brand(s) (See Selecting a Linear Advertiser or Brand for more details) OR one or more Content ID for a specific linear ad (See Selecting a Content ID for more details).

Select a linear advertiser or brand

An advertiser is the company that spends a budget to run a linear ad. A brand refers to a sub-component or product being advertised.

For instance a car company (BMW) would be the advertiser and the car models (i.e Series in the case of BMW) would be considered as the brand.

1. Click on the Add button next to Linear Advertiser/Brand. The Select Advertiser/Brand page will appear.
2. Click in the search box. You can enter a term in the box to search for both advertisers and brands.
   You can also select Advertiser or Brand in the search box, then enter the term to search for in the text field displayed under advertiser or brand.
   A list will be populated displaying the results of your search. Select the appropriate entries in this list, then click on the Select button at the bottom right of the page.
   All selected items will now be displayed in the** Linear Advertiser/Brand** field.
3. Repeat these steps until you have included all desired advertisers/brands in the report.

Select a content ID

A Content ID can refer either to a creative ID provided by the ad provider or a creative that has been manually fingerprinted in order to become easily identifiable. Use the Content ID option if you want to include a specific ad in the report. See [Custom Content] for more details.

1. Click Add next to Content ID. The Select Content ID page will appear.
2. Click in the Search by Content ID search box.
3. Enter the Content ID in the search box.
4. Select the Content ID to include in the report.

The selected item(s) will now be displayed in the Content ID field.

Repeat these steps until you have included all desired content IDs in the report.

Audience for analysis

Audiences may be added from the Samsung DSP platform (defined in Audience Builder) or selected from the DMP.

Use the following options to add an audience to this report:

• Audience list
• DMP audience
• Custom audience

Audience list

Audience list allows you to select an audience from the list of audiences that have been created in Audience Builder. See Audiences for more details.

1. Click +Audience List.

2. The Select Your Audience page search page will be displayed.

   The TV count field is of particular interest because it displays the size of the audience (number of TVs). There is a status dot to the left of the audience’s name informing the user of the status of the audience information. A green dot indicates the audience is active (i.e. not archived and successfully created), while a gray dot indicates the audience is archived.

3. To filter the list to only audiences with names that contain a certain text string, enter that text string into the search box at the top right of the page.

4. Select the audience you want to use to filter the data in the report, and click on Import Audience at the bottom right of the page.

The selected item will now be displayed in the Audience field.

DMP audience

1. To add an audience from DMP, click on +DMP Audience
2. The Select Your DMP Audience screen will display. Select the audience you want to include in your report. Use the search function to narrow down the list if needed.
3. Click Import Segment. The audience you have selected will appear in the Audiences for Analysis section of the screen.

Custom audience

Custom audience allows you to combine different audiences together. Those audiences can be the ones created in Audience Builder, or segments from DMP provided to you by your Account Manager (i.e. Admin).

1. Click + Custom Audience.
2. Enter a name and build your audience by either using existing audiences created with Audience Builder or selecting a DMP audience.
   1. To include an existing audience, click on + Audience List and select the audience(s) you want to combine then click Import Audience to confirm your choice(s). See Audiences if you want to create a new audience to be used in Audience List.
   2. To include a DMP audience, click +DMP Audience. Select the DMP audience segment(s) you want to include from the list displayed. Use the search field to narrow down your selection if necessary. When you have selected the audience segments you want to include, click on Import Segment.
3. Click on Create Audience to validate.
4. Once added, you can click on the arrow to expand and reveal its details or click on the pencil to edit.

Once the report is generated, you can check/QA the composition of your custom audience by doing the following:

1. Click on the report name in the Report Listing page and scroll down to the Audiences section.
2. Click on the arrow to expand the content.

Access your report

On the left panel, click on Reports and select Incremental Reach under the Audience section. The Incremental Reach Listing page will be displayed.

This page lists and retains the generated reports for three months (90 days) from their creation date.

• Report Name: This column displays the report name that was entered when creating the report. Click on the report name to view the Report Settings page. See View Report Settings for more details.

• Campaign Group: This column specifies the campaign group to which the campaign is assigned. If a corresponding campaign group has not been set up, this column will be blank.
• Advertiser: This column specifies the advertiser that was selected to generate the report.
• Requester: This column specifies the name of the user who created the report.
• Request date: This column specifies the date and time at which the report was requested.
• Status: Whether the report is available for viewing (available) or still being processed (Processing). Incremental Reach report may take from 30 minutes to 3 hours to generate, depending on the data requested in the report.
• Action: This column allows you to download the report (left icon, see Downloading an Incremental Reach Report) and duplicate the report (right icon, see Duplicating an Incremental Reach Report).

View report settings

• From the Incremental Reach Listing page, click on one of the report names.

This page retrieves and displays all the parameters that were specified to create the report. See Create a report for more details.

From this page, you can duplicate the current report by clicking on Duplicate on the upper right-hand corner of the page (see Duplicate a report). You can also download the report, if it is available, by clicking on Download on the bottom right-hand corner of the page (see Downloading an Incremental Reach Report).

Duplicate a report

A faster way to create a new Incremental Reach report is to duplicate an existing report and change the settings available in the report definition.

You can consider this option as well to reduce your efforts and save time when fixing a mistake in the report definition.

There are several reasons why you may want to do this:

• Specifying different audiences for the report.
• Rerunning the report for a different geographical area.
• Taking a report you found particularly useful and run that report again for a different study period.
• Running a report for the same study period, but for brands or advertisers competing with those of a previously run report.

You can only duplicate reports created by requesters sharing your local time zone. Otherwise, you will receive this error message This report has a different time zone from your user setting. Duplication is blocked.

The report’s time zone is determined based on the time zone set on the user’s account that generated the report. Thus, it will be impossible for another user sharing this buyer ID to duplicate this report if their time zone differs from the one used by the report creator.

From the Incremental Reach report page, you can either:

• Under the Actions column, click the plus icon of the report you want to duplicate.
• OR click on the report name to get access to its settings then click on Duplicate located in the upper right-hand corner.

For both methods, you will be directed to the Incremental Reach report creation page and the word “duplicated” will be added in the Report Name field.

Once the report has been duplicated, adjust the settings to create the new report.

Download a report

Incremental Reach reports are delivered in .xlsx format. This type of file can be opened using Microsoft Excel.

From the Incremental Reach report page, you can download the report by following one of these methods:

• Under the Actions column, click on the down arrow icon of the report you want to download.
• OR click on the report name to get access to its settings then click on Download located in the bottom right-hand corner.

The file will be downloaded to your device.

Incremental Reach Report Output Explanation

Report overview

The Incremental Reach report is a workbook that contains 9 color-coded worksheets:

• the green tabs contain charts
• the blue tabs contain raw data
• the grey tabs contain 2 supplemental reports - the Reach & Frequency for Samsung Ads and the Reach & Frequency for Linear Ads reports - and a glossary.

An explanation of each worksheet is described below

• Reach Analysis Summary
• Reach Analysis by Ad Exposure
• Cumulative Reach
• Reach Distribution Data
• Frequency Distribution Data
• Cumulative Reach Data
• R&F for Samsung Ads
• R&F for Linear Ads
• Glossary
• FAQ

Reach analysis summary

The Reach Analysis Summary worksheet provides an overview of key metrics.

Reach Analysis Summary Description

1. Report Header Information:

   1. Report name: The name given to the report.
   2. Advertiser: Name of advertiser selected when report was set up
   3. Request date: The date and time of the creation of the report.
   4. Completion date: The date and time at which the report became available for viewing.
   5. Study period: The period of time covered by the report.
   6. Linear study period: The period of time covered by the report.
   7. Report time zone: The time zone reflected in the data for this report.

2. Total Reach: Total number of TVs/devices reached during the study period.

3. Incremental Reach: TVs which were only reached by Samsung Ads, expressed as a percentage of all TVs reached by Linear Ads: Samsung Only Reach/Total Linear Reach.

4. Exposure Type Among Samsung Reach:Breaks reach down by exposure type, e.g., native, CTV, etc.

5. Reach Among Target Universe: This chart illustrates reach by target universe. Target universe is the total targetable TVs within a specific audience as specified during report creation

6. Reach Among Exposed Universe:This chart illustrates reach by exposed universe. Exposed universe includes Samsung Ads and Linear Ads audiences.

7. Exposure Type Among Samsung Reach: Illustration of the type of exposure among Samsung Ads reach, e.g., Native, CTV and Cross Device. Chart legend is representative of all Samsung Ads exposure types. Some exposure types may not be available for your campaign or market.

8. Incremental Reach: Incremental reach is the group TVs which were only reached by Samsung Ads, expressed as a percentage of all TVs reached by Linear Ads. This value is captured in the aqua box on the right side of the chart. It is calculated by dividing the Samsung Only with the Total Linear metrics and multiplying by 100.

9. Distribution - Target Universe Data: Input data for the Distribution Target Universe table below. Breaks the target universe down into different segments: heavy linear, medium linear, light linear and non-linear.

   1. Heavy linear: TVs which have the top third of linear viewership by time spent among TVs which have recorded linear viewership.
   2. Medium linear: TVs which have the medium third of linear viewership by time spent among TVs which have recorded linear viewership
   3. Light linear: TVs which have the bottom third of linear viewership by time spent among TVs which have recorded linear viewership
   4. Non linear: TVs which have not recorded any linear viewership

10. Distribution - Target Universe Chart:Chart illustrating the target universe by linear viewership groups: heavy, medium, light and non-linear.
    1. Heavy linear: TVs which have the top third of linear viewership by time spent among TVs which have recorded linear viewership.
    2. Medium linear: TVs which have the medium third of linear viewership by time spent among TVs which have recorded linear viewership
    3. Light linear: TVs which have the bottom third of linear viewership by time spent among TVs which have recorded linear viewership
    4. Non linear: TVs which have not recorded any linear viewership

Reach analysis by ad exposure

The Reach Analysis by Ad Exposure worksheet provides an overview of key ad exposure metrics. This tab describes reach in the context of linear engagement tiers.

1. Reach Among Target Universe: Breaks the target universe down into different segments: heavy linear, medium linear, light linear and non-linear.
   1. Target universe: Total targetable TVs within a specific audience as specified during report creation
   2. Heavy linear: TVs which have the top third of linear viewership by time spent among TVs which have recorded linear viewership.
   3. Medium linear: TVs which have the medium third of linear viewership by time spent among TVs which have recorded linear viewership
   4. Light linear: TVs which have the bottom third of linear viewership by time spent among TVs which have recorded linear viewership
   5. Non linear: TVs which have not recorded any linear viewership
2. Distribution of TV Viewership by Ad Exposure: Chart illustrates the distribution of TV viewership segments (heavy linear, medium linear, light linear and non-linear) by Ad Exposure (Samsung Ads only, Exposed to both and Linear Ads Only).
3. Distribution of TV Viewership by Ad Exposure Among the Unexposed Target Universe: Chart illustrates the distribution of TV viewership segments (heavy linear, medium linear, light linear and non-linear) in the unexposed target universe.
4. Distribution of Ad Exposure by TV Viewership: Chart illustrates the distribution of ad exposure by tv viewership. It is the inverse of the Distribution of TV Viewership by Ad Exposure chart.
5. Samsung Ads Exposure Frequency by TV Viewership: Chart illustrates the Samsung Ads Exposure Frequency by TV Viewership segments, heavy linear, medium linear, light linear and all TVs. Exposure Frequency by TV Viewership refers to the average number of times a single TV has been exposed to an ad during the campaign dates.
6. Linear Ads Exposure Frequency by TV Viewership: Chart illustrates the Linear Ads Exposure Frequency by TV Viewership segments, heavy linear, medium linear, light linear and all TVs. |

Cumulative reach

The Cumulative Reach worksheet provides an overview of key cumulative reach metrics

1. Report Header Information:
   1. Report name: The name given to the report.
   2. Advertiser: Name of advertiser selected when report was set up
   3. Request date: The date and time of the creation of the report.
   4. Completion date: The date and time at which the report became available for viewing.
   5. Study period: The period of time covered by the report.
   6. Linear study period: The period of time covered by the report.
   7. Report timezone: The timezone reflected in the data for this report.
2. Daily Cumulative Reach by Exposure Type: Aggregated number of unique TVs reached each day during the campaign dates. The daily increment is calculated by counting the unique TVs reached on a given day and adding them to the unique reach from prior days, removing any duplicates.
3. Total Cumulative Reach by Exposure Type data: Aggregated cumulative reach over the course of the campaign, by exposure type data. Input for the chart below.
4. Total Cumulative Reach by Exposure Type: Aggregated cumulative reach over the course of the campaign, by exposure type

Reach distribution data

This tab contains data used to populate the Reach Analysis Summary and Reach Analysis by Ad Exposure tabs.

1. Report Header Information:
   1. Report name: The name given to the report.
   2. Advertiser: Name of advertiser selected when report was set up.
   3. Request date: The date and time of the creation of the report.
   4. Completion date: The date and time at which the report became available for viewing.
   5. Study period: The period of time covered by the report.
   6. Linear study period: The period of time covered by the report.
   7. Report time zone: The time zone reflected in the data for this report.
2. Linear Universe breakdown data:
   1. Total Reach column helps you to foresee the potential additional reach you could benefit from using Samsung Universe. In this example, the Gamers universe reaches 5.7M in opposition to the Samsung Universe, which reaches 11M i.e. almost the double.
   2. Total Reach is calculated by combining Linear Only and Samsung Only metrics. To obtain its percentage, divide the sum by the Target Universe Size and multiply by 100.
   3. Total Linear: This column shows metrics for Linear Ads based on all TVs in the Samsung Universe that were active during the defined study period.
   4. Total Samsung: This column shows metrics for Samsung Ads based on all TVs in the Samsung Universe that were active during the defined study period.
   5. Linear Only: This column shows metrics for Linear Ads based on Samsung TVs that watched Linear Content for more than a defined session duration. In Europe, the minimum session duration is 180 seconds and is 60 seconds everywhere else. This excludes the sets used to watch only non-linear content, such as streaming services or content delivered by apps. Its size will always be smaller than the size of the Total Linear reference.
   6. Samsung Only: This column shows metrics for TVs that were exposed to Samsung Ads during the minimum session duration.
   7. Exposed Both: This column specifies the number of Samsung TVs that were both exposed to Samsung Ads and Linear Ads.
   8. Total Target Universe: This column reveals the number of Samsung TVs your campaign misses (i.e. is not reaching) if the same targeting settings were applied. Here, only 17M TVs of the Gamers Universe were exposed instead of the 47M TVs of the Samsung Universe.
   9. Total Unexposed: This column specifies the number of Samsung TVs that miss both Samsung Ads and Linear Ads. |
3. % of Target Universe: Target universe (i.e., total targetable TVs within a specific audience as specified during report creation) divided into linear viewing groups.
4. Reach Among Target Universe: Reach, i.e., total number of devices/TVs reached over a period of time, among the audience specified during report creation.
5. Reach Among Exposed Universe: Reach, i.e., total number of devices/TVs reached over a period of time, among the exposed audience.

Frequency distribution data

The Frequency Distribution Data worksheet provides an overview of key frequency metrics.

1. Report Header Information:
   1. Report name: The name given to the report.
   2. Advertiser: Name of advertiser selected when report was set up
   3. Request date: The date and time of the creation of the report.
   4. Completion date: The date and time at which the report became available for viewing.
   5. Study period: The period of time covered by the report.
   6. Linear study period: The period of time covered by the report.
   7. Report time zone: The time zone reflected in the data for this report.
2. Frequency data: Frequency distribution data by ad and viewership

Cumulative reach data

The Cumulative Reach Data worksheet contains all of the raw data for the Cumulative Reach tab. It provides a breakdown of the daily unique reach and cumulative reach.

1. Report Header Information:
   1. Report name: The name given to the report.
   2. Advertiser: Name of advertiser selected when report was set up
   3. Request date: The date and time of the creation of the report.
   4. Completion date: The date and time at which the report became available for viewing.
   5. Study period: The period of time covered by the report.
   6. Linear study period: The period of time covered by the report.
   7. Report time zone: The time zone reflected in the data for this report.
2. Cumulative Reach Data: Table captures daily unique reach and cumulative reach as a % of target universe by device type (native, CTV or cross-device). |

R&F for Samsung Ads

To provide you with more insight into your campaign, the Reach and Frequency Report is included in the workbook with the Incremental Reach Report.

See Reach & Frequency Report for more information about interpreting the Reach and Frequency Report.

R&F for linear ads

The Linear Ads Report is included in the workbook with the Incremental Reach Report o provide you with more insight into your campaign.

See Linear Ads Report for for more information about interpreting the linear ads report.

Glossary

FAQ

• Why are there different reach numbers in different tabs?

  • The Methodology behind reach numbers can differ to cater to different use cases.
  • Only those Linear Ads can be measured that are shown on Samsung TVs, so 'R&F for Linear Ads' tab will show reach numbers based on Samsung TVs only.
  • Reach of Samsung Ads campaigns can be measured across all devices, so 'R&F for Samsung Ads' tab will show reach numbers across all devices, regardless of whether they can be linked to a Samsung TV or not. Samsung TVs will also be included in the reach.
  • Calculation of incremental reach requires matching devices exposed to Samsung Ads with devices exposed to Linear Ads. Since Linear Ads can only be measured on Samsung TVs, those Samsung Ads exposed devices are taken that can be linked to a Samsung TV as well (for purpose of joining with Linear Ads reach)".

• What does it mean for a device to be linked to a Samsung TV?

Devices in a household can be linked to the Samsung TV(s) in that household by the IP address.

• What is an example of a device that cannot be linked to a Samsung TV?

A phone in a household that does not have a Samsung TV would be an example of a device that cannot be linked to a Samsung TV.

• Why is a time threshold defined for the Linear Universe?

A viewer has to watch TV for a minimum session duration to be classified as an 'Active' Linear Viewer.