Samsung Ads’ sheer volume of offerings this NewFronts season could fill a David-Letterman-style Top 10 list—which makes sense because one of those offerings includes David Letterman.
With new data access through clean rooms, updated interactive formats, and Letterman himself, Michael Scott, vp and head of ad sales and operations, Samsung Ads, told ADWEEK this year marks the company’s best offering at NewFronts, “leveling up” the package to advertisers at its Tuesday presentation.
It’s that package that Scott said can help marketers through the current economic uncertainty brought on by disruptions like the tariffs enacted by the Trump administration. According to Scott, though the impact of tariffs is still uncertain, marketers are exercising a “tremendous amount of caution,” which the company is addressing by bringing full funnel flexibility to help marketing dollars go further.
“The more that we can help them prove outcomes, whatever those outcomes might be, I think that’s where marketers will really have a flight towards Samsung,” Scott said. “Obviously, we want incredibly healthy economic conditions, but I think we’re well-positioned to help marketers through this volatile time.”
The evolution of FAST
Samsung previously announced that it has surpassed 88 million monthly active users, which it counts as a device that has engaged in the service, according to Salek Brodsky, svp and global head of Samsung TV Plus, and that engagement continues to grow alongside the service’s expanding lineup of nearly 700 channels and an on-demand library.
“If you track the progression of our content offering and the actual user experience as a whole, our discovery capabilities, which we’re now powering via significant investments in AI, all of those lend themselves, quite obviously, to increasing and incremental engagement from users,” Brodsky said.
The company is building on that growth by expanding its FAST channels and partnerships, including launching the Samsung Television Network (STN). Unlike typical FAST channels, which tend to focus on one genre or subject, STN is a broad-genre channel, showcasing a mix of sports, music, movies, and original content, including being the exclusive home of the Jonas Brothers’ upcoming “Jonas20: Living the Dream Tour.”
Beyond the Jonas Brothers, Samsung Ads looked to showcase its talent on Tuesday by bringing David Letterman to the stage. Letterman’s highly produced FAST channel, Letterman TV, launched last year for Samsung and introduces his comedy to new viewers.
