Samsung Ads already offers advertisements in Masthead format on the home page of its Smart TVs

Samsung ads has optimized the home screen of the Samsung Smart TVs to help viewers when searching for content, with the launch of advertisements in masthead. The Masthead ad appears on the 1st Screen (home screen) and is available for 2022 Samsung TV models.

Ad Samsung First Screen Masthead is a new, high-impact ad unit designed to aid discovery and recommendation, as well as drive ad engagement.

Samsung Ads data obtained during a study conducted in collaboration with Ipsos earlier this year revealed that 79% of Smart TV users use the home screen to discover content and receive suggestions. In those moments when viewers are not quite sure what they want to see, only 21% are likely to go directly to an app. This demonstrates that Smart TVs can act as a gateway, reducing content saturation for viewers and acting as a key portal to access the best content.

The FS Masthead, as its English name implies, is visible on the top of screen (default) and it doesn’t require users to use the home screen browser, where they typically select the most recently viewed apps or programs. Available only to media and entertainment brands that are already part of the Smart TV experience on Samsung TVs, such as Netflix or DAZN, this ad format allows advertisers to reach viewers the moment the TV is turned on. TV.

Advertisers will be able to use Samsung Ads own data, the automatic content recognition (ACR), to target the interests of viewers, to personalize their experience and to ensure that the audience reached is relevant to any advertising campaign.

Samsung’s FS Masthead is complemented by a launch banner ad (also pictured above) that the user can toggle on to start the Masthead’s autoplay video. The APV with sound starts when the focus is on this accompanying banner, with the video reverting to the default image at the end.

In the words of the Vice President of Samsung Ads Europe, alex hole: “The new Masthead format for home pages is part of Samsung’s commitment to creating seamless and enjoyable experiences for its customers. This compelling premium placement is a high-impact opportunity for advertisers to reach viewers in a native environment, right at their first moment of searching for content to watch: that is, the moment they turn on the TV. In a saturated ecosystem where users are overwhelmed by the selection of television content, they need innovative tools to help them in their browsing experience. This also benefits content creators and platforms looking for new ways to ensure their content is delivered to the right viewers at the right time.”

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