Samsung Ads launches three new ways to win the ad break on Samsung TV Plus

Samsung Ads is introducing a suite of three new interactive advertising formats to Samsung TV Plus, enabling brands to turn viewing into engagement through creative campaigns that span the Samsung TV ecosystem.

Launching in November, the three formats of polls and surveys, product carousels and QR codes give brands new ways to capture attention and inspire viewers to lean in and play, browse and act, breaking the mobile habit during ad breaks. The formats are available on Samsung TV Plus and the Samsung home screen, allowing advertisers to run a single interactive campaign across both.

Interactivity promises to play an increasingly important role in TV advertising. Samsung Ads’ GameBreaks format, launched last year, delivered a 3.84% engagement rate in tests, showing that viewers will lean in when given the right invitation. These new formats build on that, giving advertisers more ways to involve viewers, from inviting a response to showcasing a range of products.

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“Brands that transform the ad break will win the ad break,” said Minai Bui, Director of Product and 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.”

MTM research in partnership with Samsung Ads highlights the benefits of combining activity across the home screen and Samsung TV Plus. 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.