Observed Signal · Oct 5, 2026 · Thought Leadership · Source: VideoWeek · Impact: 2/5 · Sentiment: Positive
Samsung Ads: Reach Gamers on CTV via ACR Data
Sean Smith, EMEA Gaming Lead – Sales at Samsung Ads, argues that gaming should be considered part of the TV ecosystem, not a separate channel. He highlights that console gamers average nearly six hours of play on CTV weekly, and that gamers often over-index on streaming and linear TV. With major game launches like GTA VI creating cultural moments, brands can reach gamers between gaming and streaming sessions via the home screen. Samsung's ACR data and first-party signals can identify TVs with connected consoles and optimize campaigns across linear, streaming, and gaming. The article emphasizes the need for unified measurement across all three modes to avoid under-reaching gamers.
Provides insights for advertisers on reaching gamers via CTV, highlighting the value of ACR data and unified measurement, but is not a major industry event.
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Key Takeaways & Evidence Grounding
- Console gamers average nearly six hours of play on CTV each week.
- Netflix gave subscribers a six-hour head start on an extended look at GTA VI in August.
- Gamers are 77 percent more likely to engage with apps shown on the home screen.
- Heavy linear viewers account for 24 percent of TVs but 81 percent of linear hours.
- 28 percent of TVs record no linear viewing at all.
Connected Companies & Entities
1 Entity mapped“In August, Netflix gave subscribers a six-hour head start on an extended look at Grand Theft Auto VI....”
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Samsung Ads: CTV Is More Than Streaming
Samsung Ads' Matt Bryan argues that CTV should be defined as data-rich advertising beyond traditional streaming, encompassing all activity on Smart TVs. In a VideoWeek interview filmed at Roadmap in London, Bryan explains that Smart TV data captures user interactions across streaming, gaming, and linear TV on the device, enabling advertisers to run holistic campaigns that span multiple media types. The discussion touches on home screen ads and the broader connected-home ecosystem as ways to bolster CTV strategies. The piece positions Samsung Ads as advocating for an integrated, device-centric approach to cross-media planning, using first-party data and device signals to improve targeting and measurement across screens.
Samsung Makes CTV Ads Playable via GameBreaks
Samsung Ads announced that its interactive GameBreaks ad format is now available for programmatic buying, enabling advertisers to scale gamified commercials on the Samsung TV Plus streaming service. Launched earlier in 2025, GameBreaks replaces standard commercials with simple games controlled via the TV remote. Samsung says a recent Tastemade campaign reached nearly 15 million U.S. households. The programmatic expansion adds two new games — Crosslink and Mix It Up — bringing the portfolio to seven titles. Samsung positions the move as a competitive advantage enabled by its integrated hardware/software TV ecosystem and part of a broader industry shift toward AI-driven gamification and interactive CTV ads.
Samsung Ads Tackles TV Fragmentation with Data-Driven Insights
Christian Russ of Samsung Ads discusses Cannes insights on data-driven TV and fragmentation. AI, including Agentic AI, and Connected TV were prominent, with Creator Economy and YouTube on smart TVs, alongside Joyn's community-focused approach. He notes younger viewers favor streaming while linear TV remains relevant for older audiences; 74% of users start on the smart TV home screen rather than the program, a key branding touchpoint. On data strategy, Samsung Ads plans to merge device data with third-party datasets from MasterCard, Axiom, and AZ Bertelsmann to derive audience-based insights, and it is a founding member of Project Origin in the UK. Market initiatives—AGF (Germany), Médiamétrie (France), and Project Origin (UK)—seek to merge datasets, often starting with panel data and gradually incorporating device data. First-party data from Samsung devices and smartphones is central, with explicit consent, and potential for cross-device targeting and attribution.
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