At this year’s NewFronts, Samsung Ads made a bold statement about the future of television advertising: it’s free, shoppable, data-fueled — and it’s redefining performance marketing.
Michael Scott, vice president and head of ad sales and operations at Samsung Ads, laid out a sweeping vision that places FAST (free ad-supported streaming TV) and smart data at the heart of the company’s next chapter.
“Television is no longer just about reach,” Scott said in this interview with Lisa Granatstein, editorial director of Beet.TV. “It’s now a multidimensional performance tool that drives measurable outcomes, even conversion.”
Samsung Ads is the advertising sales division of Samsung Electronics that seeks to offer brands the scale and data of millions of smart TVs for targeted, measurable campaigns across connected TV, mobile and beyond. The platform offers advanced solutions such as shoppable TV, interactive ad formats and cross-screen attribution tools. Its proprietary first-party data gives advertisers visibility into audience behavior and campaign performance.
FAST Forward: Samsung’s new TV network, ad formats
Samsung is going all-in on the FAST revolution, revamping its Samsung TV Plus platform to offer a more dynamic and premium experience. The recently announced Samsung Television Network promises live and on-demand programming — including news, serial dramas and entertainment — that mirrors the polish and breadth of traditional broadcast television.
For advertisers, the innovation comes in the form of interactive ad formats like shopping breaks and game breaks, which are designed to capture viewer attention during commercial timeouts. Advertisers using game breaks are seeing recall rates over 150% higher than standard creative, Scott said.
Living room as checkout aisle
In what may be one of the year’s most compelling adtech developments, Samsung is turning televisions into virtual storefronts. The company’s shoppable TV formats integrate influencer-led product discovery directly into ad breaks, enabling consumers to make purchases with their remotes.
“This has never been done before at scale,” Scott said. “We’re curating influencers and giving them space in the ad experience, making TV a legitimate performance channel.”
Data-driven domination
Samsung Ads is also doubling down on measurement. Its Optimal Reach platform offers unified cross-screen insights across linear and streaming, helping brands close the loop between impressions and outcomes.
The company is also opening up its treasure trove of first-party data through Data Plus, a new platform that enables advertisers to access real-time, privacy-compliant audience insights using third-party clean rooms.
“This is about de-duplicated measurement, true reach and giving marketers tools to answer the questions they care about, when they care about them,” Scott said.
Live events and cultural moments
Samsung’s push into live content is also gaining momentum. A high-profile partnership with the Jonas Brothers will feature a livestreamed tour — complete with behind-the-scenes content — on Samsung’s platforms. It’s part of a larger strategy to own cultural moments and deepen consumer engagement.
The Big Picture
From transforming ad breaks into commerce opportunities to using TV data for precise targeting and attribution, Samsung Ads is reimagining what a television ad experience can be.
“TV is no longer passive,” said Scott. “It’s shoppable. It’s measurable. It’s alive.”
The ROI Of Advanced TV: “You Can Prove it Now,” Samsung’s Michael Scott
You’re watching Beet.TV coverage of the 2025 IAB NewFronts. For more videos from this series, please visit this page.
