Observed Signal · Feb 24, 2026 · Product Launch · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Samsung Unveils Dynamic Carousel Ads for Smart TVs
Samsung Ads has launched an Immersive Carousel ad unit for Samsung TV home screens that supports up to five separate tiles and auto-rotates every five seconds (or can be advanced via remote). The unit is available across over 70 million Samsung Smart TVs in Europe and is positioned to let advertisers promote multiple products or content items within a single placement. Early campaigns show measurable impact: ITVx viewers exposed to the carousel spent 90 minutes more in the ITVx app during the campaign week (and viewers who saw all five tiles spent 40% more time), while a luxury menswear campaign reported ad awareness up 41% among high-income viewers and brand awareness up 36% among frequent luxury shoppers.
A major CTV publisher (Samsung Ads) introduced a new high-impact home-screen ad format on a large European installed base (70M+ TVs) with early campaign proof points showing strong uplift in app usage and brand metrics, which affects CTV inventory, creative strategy, and measurement approaches.
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Key Takeaways & Evidence Grounding
- Samsung Ads launched the Immersive Carousel ad unit for Samsung TV home screens.
- The format supports up to five tiles, auto-rotates every five seconds, and can be controlled via remote.
- The unit is available on more than 70 million Samsung Smart TVs in Europe.
- ITVx campaign: viewers exposed to the ad spent 90 minutes longer in the ITVx app during the campaign week; viewers who saw all five tiles spent 40% more time.
- Luxury menswear campaign: ad awareness was 41% higher among high-income earners and brand awareness was 36% higher among frequent luxury shoppers exposed to the ad.
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Samsung Ads Unveils Immersive Carousel for Smart TV Advertising
Samsung Ads has launched the Immersive Carousel ad unit for Samsung TV home screens, enabling advertisers to run ads with up to five separate tiles on more than 70 million Samsung Smart TVs in Europe (about one in three Smart TVs). The format auto-rotates every five seconds or can be advanced via remote, and supports multiple product/content promotions and calls to action. Samsung says the home screen is a high-frequency discovery point for viewers, especially across EU5 markets where users visit it around five times daily. Early campaign results include ITVx viewers exposed to the unit spending 90 minutes more in the ITVx app during the campaign week versus unexposed viewers, and viewers seeing all five tiles spending 40% more time in the app. A luxury menswear campaign showed notable lifts in ad and brand awareness among affluent and frequent luxury shoppers.
Samsung Ads Opens CTV Homescreen for Programmatic Buys
Samsung Ads will make advertising placements on the start screens of its smart TVs programmatically bookable worldwide via The Trade Desk and Google Display & Video 360, using Magnite’s ad server technology (Springserve). The rollout is scheduled to begin in Q3 2026. Homescreen placements appear when viewers power on their TVs, giving advertisers a prominent CTV surface; Samsung reports more than 70 million addressable TVs in Europe. Samsung plans to use AI-supported filters, manual reviews and platform brand-safety controls to manage suitability. The move follows similar launches in the market (e.g., Titan OS and Equativ) and raises questions about measurement, standardisation and brand-safety for homescreen inventory as it becomes available programmatically.
Samsung Ads Opens Smart TV Home Screen to More Brands
Samsung Ads, the media and advertising arm of Samsung Electronics, is expanding access to its Masthead ad placement on the home screen of Samsung Smart TVs. Previously limited to advertisers in the content and gaming verticals, the Masthead is now available to brands from other industries and can be booked directly through Samsung Ads. The home screen is positioned as a central entry point for the Smart-TV experience and is described as being viewed several times daily, offering an attention-rich environment for brand messages as viewers turn on their TVs. Alex Hole, SVP and General Manager for Samsung Europe and MENA, said the move helps brands reach audiences at the moment of device activation and differentiate themselves in the growing Connected TV market. Samsung Ads, founded in 2015 in South Korea, is a division of Samsung's media services and operates its own ad platform for Smart TVs, providing placements on home screens and in streaming environments to complement linear TV campaigns.
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