Samsung Ads turns the TV home screen into a sensational showcase for brands

Samsung Ads, the advertising division of Samsung Electronics, has opened the advertising in the Home of Samsung Smart TVs to non-brands endemic, that is, advertisers outside the entertainment sector (such as TV channels, streaming platforms, applications, movies or video games). Until now, this format was only available to content and gaming advertisers.

With this decision, Samsung underlines the strategic role of the Home as Key access point to the Smart TV viewing experiencecapable of capturing the user’s attention and activating marketing objectives from the moment the television is turned on.

A new effectiveness study carried out together with the consulting firm MTM confirms that home screen formats generate a measurable impact on brand metrics. Among the most notable results:

• +10% in purchase intention among users exposed to ads masthead on the Samsung home screen versus a control group.
• Improvement in brand perception in 1 in 3 users who viewed these ads.

In a context in which television audiences deal with an increasingly fragmented content offering, Home is consolidated as the gateway to the entire CTV experienceas well as a premium asset for brands. The report Behind the Screens 2025 from Samsung Ads—which analyzes viewing habits and audience behavior—reveals that Samsung Smart TV users access the Home more than five times a day in your search for content.

And in full expansion of CTV as a new era of television advertising, advertisers seek to maximize results combining streaming formats with native locations. The MTM study analyzed the impact of this joint strategy (home screen + Samsung TV Plus) and detected:

• +16% in spontaneous awareness brand versus exposure only on home screen.
• +13% in first mention consideration.
• +30% in positive sentiment towards the brand.
• halo effect: improvement of +22% in the perception of “high quality brand” and of +20% in the consideration of the brand as “leader in its sector”.

“Home is an advertising channel with enormous power, a vital asset for any brand seeking to make its way into the CTV ecosystem and capture the audience’s attention. Content and gaming advertisers already know it, and now brands in any sector can take advantage of it to connect with the consumer from the first moment they turn on their Smart TV,” he stated. Alex Hole, SVP and General Manager of Samsung for Europe and MENA.

“The MTM study clearly demonstrates the impact of Home advertising on key metrics such as purchase intent and awareness, and confirms the multiplier effect when combined with campaigns on Samsung TV Plus.”

For its part, Caroline Wren, CEO de MTMnoted: “Home is the gateway to any audiovisual experience on Smart TV, so it is not surprising to see its high performance as an advertising medium. The most interesting thing is the effect generated by combining Home Screen formats with Streaming: a significant increase in awareness, brand recognition and positive sentiment. It is an opportunity that advertisers should incorporate as soon as possible into their TV strategy to ensure competitive advantage as first movers.”