Marketers can now consider smart TVs like Samsung’s The Frame as their own canvas.
Today, ahead of NewFronts, Samsung Ads announced Creative Canvas, an advertising suite that allows marketers to create interactive ads and monitor real-time results.
Here’s how it works: Advertisers can create interactive ad formats by submitting video creative, a branded logo, and a call to action. The company notes that advertisers can have the final product in “less than one minute.”
Regarding interactivity, the Creative Canvas suite allows QR-enabled ads, vertical video, and more, with plans for SMS, email, and store locator functionality on the way. Meanwhile, marketers can see campaign performance, impact, and metrics such as delivery, video views, engagement rates, clicks, and scans.
“Interactive ads are an important way to create meaningful, immersive experiences that empower consumers to easily engage with brands just as deeply as they do with content,” said Michael Scott, vice president and head of ad sales and operations at Samsung Ads, in a statement. “As actionable video formats take shape within the CTV space, Creative Canvas offers our advertising partners a frictionless, one-stop shop for memorable and dynamic ads.”
The offering is already available in the U.S. and Canada, and Samsung noted that the solution provides brands a new way to reach consumers through their social media video assets. Early adopters include QSR, retail, automotive, and CPG brands.
The solution is the latest self-service offering from publishers looking to bring in more small and medium businesses. Recently, companies such as Roku and Comcast have touted their own self-service CTV offerings to appeal to midmarket advertisers, many of whom may be social-first rather than typical TV marketers.
It’s a market trend that’s producing results.
Showcasing the power of reaching smaller, atypical TV advertisers, NBCU unveiled the first programmatic-enabled Olympics in 2024, which helped lead to record sales and increased the number of advertisers by 90%.
Look for Samsung to showcase the new offering and other solutions at its NewFronts presentation on Tuesday, May 6.
