Samsung Ads, the advertising division of Samsung Electronics, is transforming Smart TV advertising by opening its home screen inventory to all brands. Previously limited to content and gaming advertisers, this move allows non-endemic brands to reach audiences more effectively, driving brand awareness, purchase intent, and positive sentiment. The decision, announced in October 2025, offers marketers access to premium placements that were once exclusive to content and gaming campaigns. According to Gartner, over 70% of viewers now engage with Smart TV home screens daily, making it a prime location for brand messaging.
Home Screen Ads Drive Measurable Results
A recent study conducted with insight and strategy consultancy MTM found that viewers exposed to home screen ads experienced a 10% uplift in purchase intent compared to those not exposed. When combined with Samsung TV Plus streaming ads, the impact was even more pronounced, with significant increases in spontaneous brand awareness, consideration, and positive audience sentiment. These findings highlight the home screen as the primary gateway to the Smart TV experience, making it a premium channel for connected TV (CTV) campaigns.
“The home screen is an incredibly powerful advertising channel and a vital asset for any brand seeking to cut through the CTV noise,” said Alex Hole, SVP and General Manager, Samsung. “Content and gaming advertisers have already discovered this benefit, and now brands from other sectors can engage audiences immediately as they switch on their Smart TVs.”
Why the Home Screen Is a Premium Advertising Asset
According to the Samsung Ads Behind the Screens 2025 report, Smart TV users visit the home screen more than five times daily, making it one of the platform’s most frequented touchpoints. MTM research shows that when home screen ads are paired with Samsung TV Plus placements, brand awareness increases by 16%, first-mention brand consideration rises by 13%, and positive sentiment grows by 30%. Additionally, viewers perceive advertisers as high-quality and market-leading brands.
Caroline Wren, Former MD of MTM, said, “The home screen is the starting point for all Smart TV experiences. Combining home screen and streaming ads produces a multiplier effect, increasing awareness, brand recognition, and positive sentiment. For advertisers, this is a prime opportunity to secure first-mover advantage in a rapidly evolving CTV landscape.”
Using Home Screen Ads in CTV Strategy
Samsung Ads operates in 12 countries and across nearly 70 million devices in Europe, offering advertisers a targeted and high-impact solution that effectively reaches the right audience. By opening the home screen to a broader range of brands, Samsung Ads enables marketers to integrate premium CTV placements into their campaigns, ensuring both visibility and audience engagement.
As viewers increasingly shift from traditional broadcast to streaming content, combining home screen placements with native streaming ads allows brands to strengthen awareness and drive conversion, positioning them effectively in a competitive CTV landscape.
Quick Facts About Samsung Smart TV Advertising
High Daily Engagement: The average number of times a Samsung Smart TV user accesses the home screen is more than five per day, which is one of the top places that users frequently reach on the platform.
First-Mover Advantage: Home screen ads, a medium that was previously only for content and gaming campaigns, have now been made accessible to non-endemic brands; hence, those who pick up the trend earlier get the advantage of a strategic position.
Multiplier Effect: A brand can see up to a 16% increase in spontaneous brand awareness, along with a positive sentiment of 30% when they combine the use of home screen ads with Samsung TV Plus streaming ads.
Wide Reach: Samsung Ads is present in 12 European countries and has nearly 70 million device installs, thus giving advertisers a large and highly engaged audience.
CTV Growth: The placement of the home screen is becoming an essential access point for connected TV campaigns as the audience continues to move towards streaming from traditional broadcast.
Conclusion: A New Era for Brand Engagement on Smart TVs
The opening of home screen inventory on Smart TVs by Samsung Ads represents a strategic opportunity for brands to enhance visibility, engagement, and purchase intent. Research-backed evidence confirms the effectiveness of these placements, making the home screen a critical component of any comprehensive CTV advertising strategy.
FAQs
1. What is Samsung Ads home screen advertising?
Samsung Ads home screen advertising is a high-quality placement on the Smart TV home screen where brands can get direct access to the first interface that users encounter, thus gaining visibility, interaction, and brand recall.
2. Who can advertise on the Samsung Smart TV home screen?
The home screen of the smart TV was previously limited to content and gaming brands only. It is now open to non-endemic brands from different industries, which means that more brands can now target the smart TV audience.
3. How effective are home screen ads for brands?
A study by MTM finds a 10% uplift in purchase intent and improved brand perception among viewers exposed to home screen ads. By adding these ads to Samsung TV Plus streaming placements, the effect of awareness, consideration, and positive sentiment gets even stronger.
4. Can home screen ads be integrated with streaming campaigns?
Yes. The integration of home screen ads with Samsung TV Plus streaming ads could lead to a 16% increase in spontaneous brand awareness, a 13% boost in brand consideration, and a 30% rise in positive sentiment, thus providing marketers with a strong multiplier effect.
5. Why should brands invest in home screen advertising now?
The Samsung Smart TV home screen is, by far, the most accessed, more than five times daily. The decision to become an early adopter will provide brands with a first-mover advantage, not only increasing engagement metrics but also, in a very competitive streaming and CTV market, pushing the ROI further.
Discover the trends shaping tomorrow’s marketing – join the leaders at MarTech Insights today.
For media inquiries, you can write to our MarTech Newsroom at news@intentamplify.com
