Samsung Ads unveils new CTV tools & content in Australia

Samsung Ads has unveiled new Connected TV advertising tools, measurement products and content additions in Australia, expanding its home screen ad offering and Samsung TV Plus line-up in a market where streaming now accounts for most viewing time on Samsung sets.

The update centres on the Samsung TV home screen, where Samsung is adding new ad formats and opening inventory to programmatic buying. It is also rolling out products designed to help advertisers measure total campaign reach across linear television and streaming, while targeting actions such as website visits or app downloads.

New formats include Video Masthead and 3D Video ads for Samsung TV home screens. Both are in beta and are due to become available to advertisers in the fourth quarter.

Programmatic access to home screen inventory is also set to open in Australia by the end of the year through Magnite's SpringServe, allowing agencies and brands to buy placements through demand-side platforms and existing media buying systems.

Measurement push

Samsung Ads is also introducing Optimal Reach in Australia on a beta basis. The product is designed to give advertisers a combined view of ad reach across the Samsung Smart TV environment, covering both linear television and streaming.

The system identifies duplicated audiences and viewers not yet reached by a campaign, with the aim of helping advertisers find incremental reach through Samsung TV Plus video and home screen advertising. Optimal Reach has already launched in the United States, Canada, the United Kingdom and Germany.

A second product, Smart Outcomes, is now available in Australia. It uses Samsung Ads audience data and machine learning to identify households more likely to act, and can optimise campaigns for website visits, website conversions and app acquisition.

The announcements come as streaming strengthens its position in Australian viewing habits. Samsung Ads said its viewing data shows streaming accounts for 73% of viewing time, while total viewing hours rose 6% year on year. It also said Samsung TV Plus is now the top streaming app on Samsung Smart TVs in Australia.

Alex Spurzem, Managing Director of Samsung Ads across Australia, New Zealand and Southeast Asia, said changing television consumption is reshaping the role of connected television in the home.

"The new innovations we've shared at today's Newfront 2026 event were built to make Connected TV advertising experiences more impactful for our partners and help advertisers navigate and understand the fragmented connected TV environment," said Spurzem.

"Samsung Ads sits at the intersection of content discovery and audience intelligence, giving us unique insights into how people watch and engage with television. Our solutions are designed to help brands move beyond reach alone, delivering more effective ways to activate campaigns and clearer measurement of outcomes across the Connected TV ecosystem," Spurzem said.

Research findings

Samsung Ads also released Australian research conducted with Kantar on the effect of home screen advertising. The study examined 13 campaigns across six product categories and nearly 4,500 respondents.

According to the findings, Samsung TV home screen ads were 2.4 times more effective at driving consideration and 1.7 times more effective at building brand favourability than Kantar digital norms. These figures support Samsung Ads' case for positioning home screen placements as more than a top-of-funnel awareness product.

The content side of the business is also growing. Samsung TV Plus, the company's free ad-supported streaming television service, now offers more than 200 channels in Australia across entertainment, news and creator-led programming.

New additions include a Mamamia 24/7 channel featuring more than 100 hours of the publisher's lifestyle, culture and entertainment programming. The platform is also adding a new Australian-based daily cooking show featuring Luke Nguyen, filmed in food markets across the country.

Samsung TV Plus now carries more than 10 dedicated news services. It is also broadening its local, finance, entertainment, international and multilingual news and current affairs offering, including the addition of CNA International and CNA Original.

Another focus is Samsung Television Network, a flagship curated channel that brings together programming from across Samsung TV Plus into a scheduled destination. Samsung said the channel includes live news, creator-led programmes, themed blocks, live events and specials, while giving advertisers more consistent placement across premium content.

Sam Hall, Head of Business Development for Samsung TV Plus Australia, New Zealand and Southeast Asia, outlined the content strategy behind the expansion.

"We're focused on giving Australians content they want to come back to every day," said Hall. "We're investing in local creators like Luke Nguyen and Mamamia, delivering essential live news from around the world, and now launching Samsung Television Network, making TV Australians know and love discoverable in one curated destination."

Virgile Edragas, Head of Data and Analytics for APAC at Samsung Ads, said the company is positioning its measurement products alongside data governance concerns.

"As Connected TV becomes more sophisticated, effectiveness must go hand in hand with responsible data practices. Samsung Ads is focused on helping advertisers use select audience content insights to deliver more relevant, measurable campaigns. Through Smart Outcomes, our partners can optimise campaigns towards the outcomes that matter, while offering audiences content and messaging that is relevant and valuable to them," Edragas said.