Samsung and United Overseas Bank unveil multi-nation CTV roadblock during major sports event

In a Southeast Asian market first, United Overseas Bank (UOB) has delivered a strategically-timed, multi-country roadblock in partnership with Samsung Ads SEA, the advertising division of Samsung Electronics. The Connected TV advertising campaign, which ran during the opening and closing ceremonies of one of the world’s key sporting events, reached six in ten addressable Samsung TVs across Singapore, Thailand, Malaysia and Indonesia in just six hours – resulting in 100% share of voice.

The CTV campaign, run in partnership with global media agency, MindShare, was designed to grab interest in UOB’s all-in-one regional banking app, TMRW, and enhance brand visibility across Southeast Asia. UOB is the first brand to execute the innovative multi-country roadblock with Samsung Ads in the region – a strategy that guarantees 100% ownership of ad impressions.

By seamlessly integrating the immersive TMRW ad into the Samsung Smart TV experience during peak TV viewership and engagement, UOB captured viewers’ attention as soon as they turned their TV on. Maximising reach and leveraging a global cultural event without the need for sponsorship.

The home screen campaign, which ran concurrently across all four countries in three different languages, performed above global benchmarks. On average, the ads reached 64% of the total addressable TVs over a period of six hours, achieving 0.44% click-through-rate (CTR).) The campaign’s end card, featuring a QR code to a unique landing page on UOB’s website, was a driver of further engagement.

“We are pioneering CTV in the financial sector by employing innovative formats like strategic roadblocks and QR codes. By capitalising on a major sporting moment, we maximised reach during peak viewership, enhanced engagement with UOB TMRW app, and gained valuable insights into campaign ROI,” says Sivea Pascale, Head of Group Retail Marketing, United Overseas Bank.

Carey Loh, Managing Director Mindshare, part of GroupM, said: “This was not only our first multi-country roadblock but also our debut campaign on Samsung Ads in Southeast Asia. The seamless execution placed our content front and center with a large, engaged audience, boosting awareness and driving action. Reaching households as they turn on the TV proved to be a game-changer.”

Alex Spurzem, Managing Director, Samsung Ads Southeast Asia and Oceania (SEAO), added: “UOB’s out-of-the-box approach during a major cultural event leveraged the rapid adoption of Connected TVs in the region. The integrated native ad format cut through the noise and highlighted the impact of strategic timing, engaging content, and innovative execution in Southeast Asia’s advertising landscape.”