In a strategic alliance with BrightLine, Samsung Ads is set to redefine the landscape of smart TV advertising by introducing innovative interactive ad formats. This collaboration not only expands Samsung Ads’ dynamic ad inventory but also enables real-time engagement with viewers on Samsung Smart TVs.
Michael Scott, the Vice President of Ad Sales and Operations at Samsung Ads, expressed enthusiasm about the partnership, stating, “With BrightLine’s advanced capabilities, advertisers can now establish a real-time dialogue with consumers on Samsung Smart TVs, unlocking a plethora of possibilities for brands.”
The new dynamic ad units introduced by Samsung Ads encompass a range of interactive experiences designed to captivate audiences:
- Trivia: Viewers can engage with branded trivia questions, creating an interactive and participatory experience.
- Product Carousel: This ad format allows for a scrollable carousel of products, features, tips, and more, offering a visually engaging way to showcase offerings.
- Polls: Simple polls are incorporated to tailor messaging, providing advertisers with valuable insights into consumer preferences.
- Game/Reveal: This format gamifies the creative experience, fostering a deeper connection between brands and viewers.
- Dynamic/Addressable Creative: Featuring store locators and dealer locators, this format directs consumers to physical locations where they can purchase products.
These cutting-edge ad units seamlessly integrate into Samsung’s user interface and smart TV operating system, complementing the existing inventory of in-stream, native, and cross-platform ads offered by Samsung Ads.
Early interest in these groundbreaking ad units has emerged from advertisers in key sectors such as Consumer Packaged Goods (CPG), Automotive, and Entertainment, according to sources within Samsung Ads.
The significance of this development lies in transforming the traditionally passive TV ad experience into an interactive, dynamic encounter. Historically, consumer actions prompted by TV ads occurred on a “second screen,” typically a mobile device. However, smart TV operating systems are reshaping this landscape, encouraging users to engage more on the primary screen, from making purchases to playing games. The resulting user data within this ecosystem drives enhanced personalization, and the introduction of these interactive ad units aims to make the overall consumer experience more compelling.
As the Connected TV (CTV) sector continues its upward trajectory, fueled by the emergence of ad-supported options on various streaming services, the role of ad experiences becomes increasingly pivotal. Samsung Ads’ innovative approach to interactive advertising aligns with the evolving preferences of consumers, contributing to the continued growth of CTV. Advertisers now have a unique opportunity to captivate audiences in real-time, opening up new avenues for brand engagement in the dynamic realm of smart TV advertising.