CTV Leader Samsung TV Plus Opens Up to Amazon DSP Across Europe

Samsung Ads on Feb. 4 announced it will provide marketers with direct programmatic access to its premium Samsung TV Plus ad inventory through Amazon DSP.

The integration is already launched in the United States and Canada and is now available in Europe.

This effectively means Samsung TV Plus — the connected-TV leader, with 100 million monthly users and more than 3,500 AVOD and FAST channels across 30 territories — is officially opening up to Amazon DSP across Europe.

The move addresses two key issues marketers are facing: the fragmentation problem and the absence of Gen Z viewers.

Europe’s TV landscape is notoriously fragmented, making it a headache for brands to manage reach and frequency. This partnership allows brands to manage everything in one place, and at the same time get a “closed-loop” view of how big-screen ads actually drive sales on Amazon.

And while Gen Z viewers typically don’t watch much traditional TV, they are streaming an average of more than 1.5 hours a day on Samsung TVs, the company says.

Samsung TV Plus has recently expanded its live and creator-led offerings with live Bundesliga football match coverage, alongside new channels from globally recognized creators including LADbible, Dhar Mann and Mark Rober.



“Gen Z Samsung Smart TV viewers are embracing streaming TV, watching an average of 1 hour and 38 minutes of streamed content per day on Samsung TVs in Europe,” said Alex Hole, SVP of Samsung Services Europe. “CTV offers ideal opportunities for brands to connect with a highly engaged audience. Extending our offering with Amazon DSP allows us to give greater accessibility to brands wanting to access our premium inventory on Samsung TV Plus.”

With Samsung Ads premium inventory available through Amazon DSP, advertisers gain access to premium connected TV inventory at scale, Samsung maintains. By leveraging trillions of shopping, browsing, and streaming signals, Amazon DSP enables advertisers to reach relevant audiences, devices and publishers across the open internet.

“By creating a new connection between Amazon DSP and Samsung TV Plus, we’re providing another way for brands of all sizes to reach highly engaged audiences, at scale, where they’re already spending their time,” said Piers Heaton-Armstrong, VP of sales for Amazon Ads Europe. “This collaboration reinforces our commitment to simplifying the media buying landscape for advertisers. Regardless of whether brands want to run their ads across Amazon properties, third party streaming providers, or the wider open internet, we can help them do that.”

Also published in: Media Play News