On the occasion of Cannes Lions 2024, the entire J’ai un pote dans la com team is mobilizing to make you experience the festival as if you were there. Throughout the week, we are meeting personalities from the world of advertising so that they can share their insights on this flagship event, and their vision of the trends that are shaping – and will shape! – the area.
In this article, we welcome Mouna Roger, Head of Samsung Ads management. We will discuss the interest for Samsung Ads in being at Cannes, its challenges and its future prospects.
JUPDLC: Can you introduce yourself in a few words?
Mouna Roger : Hello, I am Mouna Roger, I am responsible for the management of Samsung Ads and we are on a very very beautiful boat, a penthouse in Cannes, for the Cannes Lions festival. It is a presence which, for a group like Samsung, is entirely fair insofar as we have an offer which is widely distributed across the French market and which is also an advertising offer. So we’re in Cannes for that too, among other things!
JUPDLC: The festival is dedicated to creativity in the advertising industry. What are the challenges for Samsung Ads?
Mouna Roger : Challenges ? When I said that we had our place at a show which is historically also known for those involved in creativity, it is because we also continue to support this creativity industry, and advertisers among others, to respond to their needs, to support their needs to interact with their consumers, on the CTV market. The main challenge for us is to support these players, and to meet their needs for monetization of CTV and the CTV offer.
JUPDLC: Can you explain to us what is the benefit for Samsung of offering an offer such as Samsung Ads today?
Mouna Roger : Perhaps we should start at the beginning, because we have been digitalizing televisions since 2007. That is to say, in 2007, we only produced smart TVs. So we are in a way witnesses and actors of everything that is happening, of all the changes in this advertising paradigm. We have the base, we will say, the most important of this industry: it is to come and produce these intelligent televisions which carry messages via formats, via a reach, 60 million devices on a European level and via well-designed formats. obviously relevant to meet these needs of campaign optimization and personalization of messages to their consumers.
JUPDLC: What do you think are the future prospects for Samsung Ads in the coming months, but also in the coming years? How do you see the future?
Mouna Roger : The sequel is beautiful and it will be beautiful! Not just with Samsung Ads either. There are also CTV players who educate and evangelize and who are the foundation of the CTV market which is in progress, in France and everywhere else. The future is beautiful!
I think that CTV is a market that is developing rapidly unlike other markets that we saw in the 2000s, display or video a little later. The challenge is in convergence, in homogeneity, whether of currencies, of measurement, because there are still a multitude of measurement players on the market. At some point we will have to have a certain convergence for the advertiser on this subject. And finally the quality, the personalization of messages via formats.
Once again, formats convey messages. But we are providing increasingly intelligent solutions which can make it possible to optimize campaigns in real time and which are powered by artificial intelligence or machine learning, firstly, to constantly answer this question of personalization and campaign performance. And I understand performance, so performance also exists in CTV! Since we see this mutation of TV, of so-called classic linear TV, which is becoming digital and which is therefore expressed through CTV these days.
JUPDLC: Thank you very much!
Mouna Roger : Thank you and see you next year!
