Samsung Ads’ Smart TV Carousel Delivers for Non-Endemic Brands

Why It Matters

The carousel transforms the TV home screen into a high‑impact, measurable ad space, letting non‑media brands reach a mainstream audience and drive tangible engagement. Its early performance data signals a new revenue stream for broadcasters and a scalable channel for consumer brands.

Key Takeaways

• Immersive Carousel runs on 70M+ Samsung Smart TVs in Europe.
• Ad rotates five seconds, allows up to five interactive tiles.
• ITVx users exposed spent 90 minutes more in app weekly.
• Full‑tile viewers logged 40% higher app usage versus unexposed.
• Luxury menswear ad raised awareness 41% among high‑income viewers.

Pulse Analysis

The Samsung Smart TV home screen has quietly become one of the few truly linear touchpoints in a fragmented streaming ecosystem. With over 70 million devices in Europe, the home screen captures frequent, high‑intent interactions as viewers launch or browse content. By embedding the Immersive Carousel directly into this discovery hub, Samsung offers advertisers a premium inventory that blends the visual appeal of traditional TV spots with the interactivity of digital ads, creating a seamless bridge between brand storytelling and immediate call‑to‑action.

Early results illustrate the carousel’s potency across disparate categories. ITVx reported that viewers exposed to the five‑tile carousel spent an additional 90 minutes in the app during the campaign week, and those who navigated all tiles generated 40 % more usage than unexposed peers. A luxury menswear brand saw brand awareness lift 41 % among high‑income households and 36 % among frequent luxury shoppers. These metrics underscore the format’s ability to drive both awareness and deeper engagement, a rare combination for non‑endemic brands traditionally limited to display or video placements.

Looking ahead, the carousel could reshape ad buying on connected TVs. Its measurable outcomes, driven by Samsung’s Automatic Content Recognition (ACR) data, provide advertisers with clear ROI signals, encouraging larger budgets and more creative experimentation. As more global brands enter the pipeline, the home screen may evolve from a passive navigation layer into a dynamic, revenue‑generating marketplace, reinforcing Samsung’s position as a pivotal player in the convergence of TV content and digital advertising.