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Samsung Ads has rolled out a new Immersive Carousel advertising format on Samsung Smart TV home screens, enabling brands to display up to five rotating tiles within a single placement. Available on more than 70 million Samsung TVs across Europe, the unit cycles automatically every five seconds and can also be browsed manually via remote control. Each tile supports its own creative and call-to-action, allowing advertisers to showcase multiple products or messages in one execution.
Samsung Ads describes the home screen as one of the most frequently visited surfaces on its platform. In major European markets, Samsung Smart TV owners return to the home screen an average of five times per day, making it a high-impact entry point for app discovery and brand communication.
According to Alex Hole, SVP and General Manager for Samsung Europe and MENA, early campaigns show the format delivering strong lifts in brand recognition and app engagement, thanks to its multi-tile storytelling capabilities.
The format is aimed primarily at entertainment and gaming services looking to boost app launches, as well as non-entertainment brands focused on awareness and consideration.
UK streamer ITVX has already used the Immersive Carousel to highlight several titles, with Samsung ACR data showing exposed viewers spent significantly more time in the app—an average of 90 additional minutes during the campaign week. Viewers who saw all five tiles spent 40% more time in the app compared to those not exposed.
Samsung Ads says more campaigns featuring the Immersive Carousel are planned with major European advertisers.
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