The shift to streaming TV is leaving advertisers with a bit of research problem: understanding the overlap between their linear and AVOD ad buys.

Samsung Ads Canada has launched its solution to the problem with Reach Advisor. The pre-campaign planning tool enables advertisers to understand reach and duplication between linear and AVOD buys in their media strategy – as well as pinpointing audiences that remain un- or under-reached.

Samsung Ad’s Streaming Index Report for Q2 this year showed that the 5.5 million Canadians who use one of its connected TVs are spending 70% of their viewing time with streaming TV, a 5% year-over-year increase. In addition, the report said linear TV channel surfing resulted in an average of 15 to 20 channels viewed per household, while 73% of streamers use three or fewer services on a regular basis.

Dave Pauk, Samsung Ads’ regional sales director for Canada, says one of the blind spots that advertisers have is what their AVOD ad exposure looks like, something that Reach Advisor addresses. For example, he says one beta test with a client resulted in a 21% incremental reach opportunity based on the plan that they had prior to accessing the new tool.

Reach Advisor previously launched in the U.S., where Pauk says it had proven success, based on verification of buys through advertisers.

“So, we know it’s a proven methodology in terms of predicting where your ads are going to appear and being able to understand where you can spend money to reach those incremental audiences that you’re not currently reaching – without creating overlap.”