Samsung Ads launches interactive advertising formats

According to MTM research conducted in partnership with Samsung Ads, adding home screen advertising to Samsung TV Plus campaigns can increase incremental reach by 54% and purchase intent by 23% compared with Samsung TV Plus campaigns alone.

The three formats are intended to give brands new ways to capture attention and inspire viewers to lean in, play, browse, and act, breaking the mobile habit during ad breaks. The formats are available on Samsung TV Plus and the Samsung home screen, meaning advertisers can run a single interactive campaign across both.

These new formats build on Samsung Ads’ GameBreaks format, launched last year, which delivered a 3.84% engagement rate in tests.

“Brands that transform the ad break will win the ad break,” said Minai Bui, Director, Product, GTM. “Our ambition is to turn viewing into engagement, engagement into action, and action into outcomes that matter to brands. These formats are the first step, and because they will now run across both Samsung TV Plus and the home screen, brands can create the same experience across the whole Samsung TV ecosystem.”

Adrian Pennington recently investigated how AI agents are automating media transactions at scale. Discover more here.