Samsung Ads introduces new home screen Masthead ad placement
September 22, 2022
Samsung Ads has optimised the Samsung Smart TV home screen to help consumers in moments of discovery, with the launch of a brand new 1st Screen (home screen) Masthead ad placement for 2022 Samsung TV models.
The Samsung 1st Screen Masthead is a new, high-impact ad unit re-engineered to aid discovery and recommendation, and drive ad engagement.
In partnership with Ipsos, recent Samsung Ads data revealed that 79% of Smart TV owners look to the home screen to aid with discovery and recommendation. In those moments when the Smart TV audience are not quite sure what to watch, only 21% would be likely to go straight to an app. This shows that the Smart TV can act as a gateway, reducing content overload for viewers and acting as a key portal to the best content.
The ad placement is visible at the top of the screen (by default) and does not require users to engage with the 1st Screen launcher – where users can select from apps or most recently watched programmes. Available only to endemic Media and Entertainment brands – meaning brands already part of the Smart TV experience on Samsung TVs such as ITV Hub, Netflix, advertisers will be able to reach content seekers as soon as the TV is turned on.
Advertisers are able to utilise Samsung Ads’ proprietary data, automatic content recognition (ACR) to target against viewer interests, to personalise the experience for the TV viewer, and ensure the audience being reached is relevant to the campaign.
The 1st Screen Masthead is complemented by a Launcher ad title (also pictured above) where the user can toggle to start the Auto Play Video of the Masthead. APV with sound starts when the focus is on this companion banner, with the video reverting back to default image at the end.
Commenting on the news, Vice President of Samsung Ads Europe Alex Hole said: “The new 1st Screen Masthead is part of Samsung’s commitment to creating beautiful and seamless experiences for its customers. This attractive, premium placement is a high-impact opportunity for endemic advertisers to reach content seekers in a native environment, right in their first moment of discovery – turning on the TV. In a crowded ecosystem where users are overwhelmed with choice for TV content to watch, they need innovative tools of discovery to aid them on their journey. This is also of benefit to content creators and publishers who are looking for new ways to ensure their content is put in front of the right audiences at the right time.”