Samsung hails impact of its latest smart TV home screen ad unit

Samsung Ads has hailed the early impact of its new home-screen ad unit, Immersive Carousel, which allows brands to showcase themselves across up to five tiles with five-second creative auto-rotation.



Creative can also be manually rotated using the remote control.

Entertainment brands like TV or gaming apps can showcase a range of content or highlights, while non-endemic brands like retailers can present multiple products or different features of a single product.

Luxury brands could leverage the multi-creative opportunity to enhance storytelling. There are also clear opportunities to combine branding with calls to action.

ITV has been using Immersive Carousel to promote its ITVX streaming app.

Automatic content recognition (ACR) data shows that users who viewed all five tiles in the carousel spent 40% longer with the streaming service (on Samsung TVs) than unexposed viewers during the week of the campaign.

ITVX has used the Immersive Carousel to boost visibility for shows including Olivia Attwood’s Bad Boyfriends, The Princess Diaries, and The Only Way is Essex.

A luxury menswear brand has used the ad unit to increase awareness among affluent and luxury shoppers. Ad awareness was 41% higher among high-income earners exposed to the ad unit than among unexposed, while brand awareness among frequent luxury shoppers was 36% higher when the ad was shown.

Wide European footprint

Immersive Carousel is available on 70m+ Samsung smart TVs in Europe.

Samsung says its smart TV owners visit the home screen five times a day, on average (across EU5). “It is one of the few places in the fragmented streaming environment where the mainstream audience can reliably be found,” the company says.

Alex Hole, SVP and general manager, Samsung Europe and MENA, claims: “The home screen now stands alongside the broadcast as a central part of the entertainment experience — the gateway to TV, where brands can connect with audiences the moment they power on and continue to engage them throughout their viewing journey.”

“The home screen Immersive Carousel delivers the rich storytelling capabilities that advertisers are looking for, while also enabling them to promote multiple products, or multiple aspects of the same product, in a single ad unit,” he continues.

“More importantly, the results from early campaigns show the genuinely dramatic effect it has on brand awareness and app usage.”

Immersive Carousel follows Samsung’s 2025 launch of its Immersive Home Screen format.

Also published in: The Media Leader