“We did something similar with [Conan O’Brien] previously, and we were just looking to expand the partnership and do more with David,” Brodsky said. “He was excited about what we were doing for him and his brand.”
The company is also focused on delivering more content from creators, including NASA engineer-turned-creator Mark Rober, Dhar Mann, Michelle Khare, Smosh, The Try Guys, and more. Meanwhile, Samsung is building on its more than 50 sports channels with offerings like Bally Sports Live, which has exclusive Minor League Baseball games and in-season NHL games.
In addition, Samsung TV Plus is showcasing new content through unique partnerships, with a Spotify partnership bringing podcasting and a dedicated channel for The Ringer, a Billboard partnership giving viewers behind-the-scenes looks at award shows such as the MTV Awards, and an SM Entertainment partnership bringing more K-Content to viewers on the SMTOWN channel.
Shop until you drop… an ad break
Besides the content, Samsung is also rolling out new ad tools for reaching viewers, with offerings like ShoppingBreaks and GameBreaks.
According to Travis Howe, global head of new product solutions, ShoppingBreaks will showcase creative-led short-form content, as well as a call to action that lets consumers make purchases directly from the TV.
“We already have the capability today using more traditional means like QR codes, click to SMS, and cluster email to drive that conversion. But as you know, that conversion is taking place on a secondary device,” Howe said. “The goal is that, using your remote, you will be able to shorten that path from discovery to purchase by completing the transaction on the television.”
Meanwhile, the company is also expanding its GameBreaks tool, which it launched earlier this year, with eight additional games joining its trivia game ad offerings. The goal is to give marketers a template-driven experience where they can engage viewers through a short-form game and deliver their brand messages.
“We’re going to make this wildly repeatable for advertisers, because we’re going to have a portfolio of games that they can choose from,” Howe said. “It’s scalable because we’re running it in ad time, and it’s customizable, so we make it turnkey.”
Room for clean data
At last year’s NewFronts, Samsung Ads touted its Optimal Reach solution, which identifies duplicated audiences and uncovers previously unexposed viewers across both linear and AVOD. This time, the company is expanding on its data suite with AI-driven solutions, including Data+ and Audience Collectives.
Through partnerships with Snowflake, LiveRamp (Habu Clean Room), and Infosum, Data+ allows advertisers to utilize Samsung’s data and insights through a privacy-compliant clean room.
“It’s the first time that’s ever happened,” Scott said. “People might think that’s access to Samsung’s data. It is.”
The solution allows advertisers to get deduplicated reach across linear and CTV viewing, run audience overlap analyses of data against Samsung’s TV ecosystem to determine scale, and analyze and understand consumer behavior after campaign exposure.
