New research shows 10% uplift in purchase intent among viewers of home screen ads, and even stronger impacts when combined with ads on Samsung TV Plus 

Samsung Ads, the advertising arm of Samsung Electronics’ media division, has opened up advertising on the home screen of Samsung Smart TVs to non-endemic brands for the first time. For the first time, brands can leverage the power of home screen advertising, which was previously available only to content and gaming advertisers.

The move underlines the home screen’s vital role as the gateway to the Smart TV audience’s viewing experience, capturing attention and driving marketing objectives, from the moment they switch on the TV. 

According to a new effectiveness study carried out with insight and strategy consultancy MTM, home screen formats deliver measurable impact. 

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The study revealed:

• A 10% uplift in purchase intent among viewers who saw brand advertising on the Samsung home screen masthead, compared to a non-exposed group. 
• An improved perception of brands who advertised on the home screen among one in three people who saw the ads. 

As TV viewers grapple with an overwhelming choice of content, the home screen serves as the gateway to all viewing experiences, as well as a vital brand advertising asset. The 2025 edition of Samsung Ad’s Behind the Screens report, which analyses TV viewing and evolving audience behaviours, found that Samsung Smart TV viewers visit the home screen more than five times a day on average as they search for content. 

And as CTV opens up a new era of TV advertising, advertisers are seeking to combine streaming ads with native placements for far greater impact. The MTM study also weighed up the combination of home screen advertising with ads on Samsung’s streaming service, Samsung TV Plus, and found that it delivered: 

• A 16% uplift in spontaneous awareness for the advertiser brand, compared to a home screen-only exposure
• A 13% uplift for first-mention brand consideration
• A 30% uplift in positive sentiment towards the advertiser 
• The halo effect: Given that perceptions of the media environment often transfer onto perceptions of the advertiser, the study revealed a 22% uplift in people considering the brand to be “high quality” and a 20% uplift in perceptions of the advertiser as “a leading brand”

“The home screen is an incredibly powerful advertising channel, and a vital asset for any brand seeking to cut through the CTV noise and claim the attention of audiences. Content and gaming advertisers have already discovered that, and now brands from other sectors can join them in using the home screen to reach engaged audiences from the moment they switch on their Smart TV,” said Alex Hole, SVP and General Manager, Samsung Europe and MENA.

“The MTM study spells out the dramatic impact of home screen ads on purchase intent and awareness, and it clearly shows the multiplier effect that kicks in when brands combine advertising on the home screen with advertising on Samsung TV Plus.”

Caroline Wren, CEO of MTM, added, “The home screen is the gateway to every viewing experience on a Smart TV, so it’s no surprise to see that home screen advertising performs so well. What was really positive to see was the impact that combining Home Screen and Streaming formats can have for brands, delivering significant uplift across key metrics incl spontaneous awareness, brand recognition and positive sentiment.

This is an exciting new opportunity for advertisers to dial up as part of their TV strategy. Brands should be looking to secure first-mover advantage by making the most of what CTV has to offer.”

Samsung Ads, a division of Samsung’s media & services business, harnesses the power of data, technology and scale to create a seamless advertising experience that amplifies brand stories across an ecosystem of devices. Leveraging its unique position with nearly 70 Million devices in Europe, Samsung Ads delivers high-impact, targeted advertising solutions across multiple screens, enabling brands to reach audiences in the moments that matter. Samsung Ads – where technology meets creativity to deliver advertising experiences that captivate and inspire. Launched in 2015, Samsung Ads has offices in the US, UK, Germany, France, Italy, Spain, Australia, New Zealand, India, Brazil & Mexico and South Korea.

MTM is a specialist strategy and insights consultancy trusted by world-leading brands in media, entertainment, tech and telco – including Google, Samsung, Figma, Spotify, Sony Pictures, Formula E, England and Wales Cricket Board (ECB), Betway, Sky Sports, the BBC, Virgin Media O2, and Ofcom.  For nearly 20 years, MTM has been powering courageous decision making, by answering our clients’ toughest questions with a blend of services across consumer, cultural and commercial insight lenses. London-based MTM is a three-time winner of the Market Research Society’s Agency of the Year award, as well as celebrating award wins with Adwanted, including 2025 Best International Media Research Project and 2024 Research Effectiveness. For more information, visit wearemtm.com. MTM recently became part of Brave Bison, a media, marketing and technology company built for now and what’s next. Find out more at bravebison.com.

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