1 Million Impressions and Counting: VDX.tv and the Samsung Galaxy Watch ealand

When Samsung set out to launch the Galaxy Watch Ultra and Galaxy Watch8 Series in New Zealand, the goal was clear: reach a wide audience at scale while giving consumers a genuine opportunity to explore and engage with the new wearable lineup. To achieve this, Samsung partnered with VDX.tv on a campaign built for both reach and meaningful interaction.

The Strategy

Using VDX.tv's Influence Product Purchase solution, the campaign combined premium Connected TV (CTV) and Digital Out-of-Home (DOOH) placements to deliver high-impact creative across multiple environments. Rather than focusing on awareness alone, the campaign was designed to pair broad reach with interactive experiences, giving viewers the ability to explore Galaxy Watch features and the wider product range throughout the launch period.

Reaching the Right Audience

Samsung's target audience was adults aged 18-54 across New Zealand with a strong interest in health, wellness, sports, sleep, and outdoor activity, consumers either actively researching smartwatches or looking for wearable technology to support their performance and everyday wellbeing. The campaign focused on Android users and used custom site lists to reach both new and warmer prospects, ensuring messaging was relevant to audiences at different stages of consideration.

Meeting Audiences In-Home and Out-of-Home

The campaign was designed to follow audiences across their daily lives. Premium CTV placements delivered broad visibility in the home, while DOOH extended the campaign's reach into physical environments closely tied to active lifestyles. Urban panels were strategically positioned near recreational areas, shopping malls, leisure destinations, and popular running routes, reinforcing the Galaxy Watch's connection to movement, fitness, and everyday routines.

An Experience Built for Exploration

Creative was developed to encourage viewers to actively explore the Galaxy Watch Ultra and the broader Galaxy Watch8 Series, without interrupting the viewing experience. Three interactive content tabs guided audiences through the product range:

1. Video - introduced the Galaxy Watch Ultra through engaging video highlighting key features and everyday use cases
2. Highlights - explored Galaxy Watch features in greater depth, focusing on performance, design, and product capabilities
3. Discover More - provided additional imagery and context, inviting viewers to learn more about the Galaxy Watch8 Series range

The Results

The campaign delivered strong performance across both reach and engagement. Key highlights include:

• 1,015,245 impressions delivered across CTV, video, and DOOH environments
• 183,044 DOOH views in high-traffic locations
• 5.28% CTV engagement rate (in-home), more than double the 2% benchmark
• 1.60% CTV engagement rate across in-home and on-the-go environments

The results demonstrated that combining premium CTV with strategically placed DOOH is a powerful formula for product launches, delivering the scale needed for broad awareness while creating the interactive moments that drive genuine consumer engagement.