Samsung Ads has launched a new Immersive Carousel ad unit for Samsung TV home screens, allowing advertisers to run campaigns featuring up to five tiles within a single placement.
The format is available across more than 70 million Samsung Smart TVs in Europe, which Samsung Ads says represents around 1 in 3 smart TVs in the region. The carousel auto-rotates every 5 seconds, with viewers also able to navigate manually using a remote control. Advertisers can use the unit to promote multiple products, titles or messages, each with separate calls to action.
Samsung Ads is positioning the home screen as a high-frequency touchpoint for discovery and advertising. Across the EU5 markets, it said Samsung Smart TV users visit the home screen 5 times per day, starting from the moment the TV is switched on and continuing as viewers search for content.
Alex Hole, SVP and General Manager, Samsung Europe and MENA, said early campaigns indicate a “dramatic effect” on brand awareness and app usage, with the unit designed to support richer storytelling while letting brands highlight multiple aspects of a proposition in one execution.
Samsung Ads said the unit is designed for entertainment and gaming brands aiming to drive app launches on Samsung TV, as well as non-endemic advertisers seeking to build awareness and consideration.
ITVX has already tested the format to promote a range of titles, including Olivia Attwood’s Bad Boyfriends, The Princess Diaries and The Only Way is Essex. Using Samsung ACR (Automatic Content Recognition) data, Samsung Ads said viewers exposed to the campaign spent 90 minutes longer in the ITVX app during the week of the activity compared with unexposed viewers, while those who viewed all 5 tiles spent 40% more time in the app than unexposed audiences.
Outside of entertainment, Samsung Ads cited a luxury menswear campaign, reporting ad awareness 41% higher among high-income earners exposed to the ad versus those not exposed, and brand awareness 36% higher among frequent luxury shoppers.
Samsung Ads said further campaigns using Immersive Carousel are scheduled with additional major brands.
