Samsung connected TV (CTV) home screen advertising has delivered the highest streaming return on ad spend (ROAS) for challenger telco Tangerine, following a Black Friday campaign executed in partnership with media agency AdUnion.
The campaign reached around two million Australian households through Samsung Ads, with performance measured using AdUnion’s AdMatch platform, which directly links streamed TV exposure to online sales and leads.
Black Friday campaign delivers sales uplift
Tangerine, an Australian nbn® and SIM-only mobile provider, worked with AdUnion to drive awareness and sales during the peak Black Friday retail period.
The campaign focused on promoting Tangerine’s limited-time broadband and mobile offers, using Samsung CTV home screen ads to reach audiences at scale.
According to the companies, Tangerine recorded a 250% increase in sales following the campaign. AdMatch data showed that Samsung CTV home screen placements delivered a channel-leading ROAS of 5.65 over the campaign period.
AdUnion said the campaign demonstrates how streaming TV can be measured and optimised in a similar way to performance-driven digital channels.
Measuring streamed TV like digital media
AdMatch, AdUnion’s proprietary streaming TV measurement and optimisation platform, enables one-to-one matching between streamed TV ads and online conversions.
The technology allows advertisers to attribute sales and leads directly to TV exposure and adjust campaigns in near real time.
Tangerine’s chief growth officer, Rick van Emmerik, said the partnership allowed the brand to test new channels with confidence.
“Our Black Friday campaign is another successful example of our collaboration with the AdUnion team to test and measure new media opportunities,” van Emmerik said.
“The ability to do this with clear ROI measurement and data-driven insights has helped fuel growth and reduce waste.”
Samsung Ads ANZ sales director Richard Wheeler said the results highlight the role of CTV in delivering full-funnel outcomes.
“Our solutions are designed to deliver full-funnel outcomes, from awareness through to sales,” Wheeler said.
“Tangerine’s success with AdMatch is clear evidence of that. It demonstrates how Samsung Ads can be a trusted partner in turning investment into tangible business growth and creating long-term value for advertisers.”
AdUnion highlights streaming TV optimisation
AdUnion co-founder Adam Shalagin said the results underline the value of measuring streamed TV performance with the same rigour as other digital channels.
“Tangerine’s results using AdMatch are demonstrative of the platform’s utility for brands,” Shalagin said.
“It gives businesses ROAS data for actionable insights, allowing them to optimise their campaigns to reduce waste and improve results. Tangerine’s success shows the value of being able to evaluate the performance of streamed TV campaigns to drive real impact.”
AdMatch is designed to provide return on streaming investment (ROSI) metrics across streaming TV and audio campaigns, enabling brands to optimise targeting and media spend with greater precision.
Awards recognition for AdUnion
AdUnion’s growth and technology investment have recently been recognised across multiple industry awards.
The agency ranked number 31 on Deloitte’s Tech Fast 50 Australia Awards as the only media agency listed, number 26 on the AFR Fast 100 as the top-ranked media agency, and eighth fastest growing SME in Australia at the Smart50 Awards.
The agency said its rapid growth has been driven by increased demand for measurable, high-impact streaming TV and audio advertising, supported by the continued development of the AdMatch platform.