Samsung Ads is launching three interactive advertising formats for Samsung TV Plus and the Samsung home screen, giving brands options to solicit viewer responses, display products and connect television viewing with QR-code activity. The formats are launching this month through Samsung Ads.
Three ways to add interaction
The new options are polls and surveys, product carousels and QR codes. Samsung Ads describes them as tools for moving viewers beyond passive ad consumption, with campaigns designed to encourage people to respond, browse or take an action during an ad break.
- Polls and surveys: invite viewers to provide a response.
- Product carousels: present multiple products within the advertising experience.
- QR codes: connect the TV screen with activity on another device.
Samsung says advertisers can use the formats across both Samsung TV Plus and the Samsung home screen, rather than building separate experiences for each environment. Samsung TV Plus in the UK has more than 200 live channels and thousands of on-demand titles. Its lineup includes dedicated channels for programs such as The Graham Norton Show, Breaking Bad, Seinfeld, Poldark and Mr Bean, as well as Sky Arts, Sky Mix and U&Laughs.
“Brands that transform the ad break will win the ad break. Our ambition is to turn viewing into engagement, engagement into action, and action into outcomes that matter to brands.”
Minai Bui, Samsung Ads director of product and GTM, said the formats represent an initial step and emphasized that campaigns can now present the same experience across Samsung TV Plus and the home screen. The announcement positions the television interface itself as an advertising destination, alongside the free, ad-supported programming service.
Research cited by Samsung Ads
Samsung Ads said its GameBreaks format, introduced last year, produced a 3.84% engagement rate in tests. The company also cited research from MTM conducted in partnership with Samsung Ads. According to the research, adding home-screen advertising to Samsung TV Plus campaigns can raise incremental reach by 54% and purchase intent by 23%, compared with Samsung TV Plus campaigns alone.
| Format | Primary use described by Samsung Ads | Availability |
|---|---|---|
| Polls and surveys | Collect viewer responses | Launching this month |
| Product carousels | Showcase a range of products | Launching this month |
| QR codes | Prompt viewers to engage and act | Launching this month |
The rollout adds an interactive layer to Samsung’s connected-TV properties rather than announcing a change to the programming lineup. For manufacturers, advertisers and businesses working within Samsung’s TV ecosystem, the stated focus is a unified campaign experience spanning the home screen and Samsung TV Plus. Samsung did not describe the formats as a consumer-facing TV hardware feature or specify a separate launch date beyond this month.
