Samsung brings rotating ad tiles to smart TV home screens
With a new ad format on its smart TVs, Samsung aims to further monetize the home screen.
Samsung is placing new advertising tiles on the home screens of its smart TVs.
(Image: ANNVIPS / Shutterstock.com)
Personalized advertising has also established itself on the screens in the home living room in recent years. Modern smart TVs not only offer access to online content such as streaming apps, they also diligently collect user data to use it for a tailored advertising offer on the TV.
Users of Samsung smart TVs will have to get used to a new advertising format on the home screen in the future. The so-called “Immersive Carousel” is now being rolled out on more than 70 million Samsung devices in Europe. Up to five individual tiles rotate automatically every five seconds, but can also be selected manually with the remote control. Each tile can have its own motif and a separate call to action, allowing advertisers to promote multiple products, content, or messages in parallel.
Home screen as a central point of contact
Samsung Ads justifies the move by the growing importance of the TV home screen for content selection. In the five largest EU markets, users access the home screen an average of five times a day when turning on the TV and searching for programs.
Initial test campaigns seem to vindicate Samsung's new advertising model. The British streaming service ITVX tested the format to promote various titles. Based on ACR data, Samsung Ads determined that households exposed to the campaign spent about 90 minutes more time in the ITVX app during the relevant week than control groups without advertising contact. Those who had seen all five tiles used the app 40 percent longer.
ACR stands for “Automatic Content Recognition,” a technology for automatic content recognition on the TV device. Smart TVs create hashes of the content consumed on the device, send them encrypted to the manufacturer's cloud, and compare them with a database to find out what is currently playing in the respective living room. Personalized advertising suggestions are then derived from this for the user interface, and corresponding ad spaces are sold to advertisers.
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Samsung also sees potential outside the entertainment sector. In a campaign for a luxury men's fashion brand, ad recall was 41 percent higher among high-income target groups than among people not reached. Among regular buyers of luxury goods, brand awareness increased by 36 percent, according to Samsung.
(joe)
