From boyband to buy button: how Samsung Ads is turning TV into retail’s next big channel

“We saw anywhere between six to 10 times the engagement we normally see,” says Michael Scott, VP and head of ad sales & operations at Samsung Ads North America. “That’s really compelling when you think about ad breaks as the point where young people typically get up and leave the room.”

For Scott, this is proof that the living room screen, often written off as a passive medium, is becoming something else: “It’s not a sit-back medium any more. It’s a much more engaging, sit-forward type of medium.”

GameBreaks, ShoppingBreaks and the big screen as a performance channel

The Jonas Brothers’ trivia slots were powered by GameBreaks, an interactive ad format that turns part of a break into a branded mini-game. It’s one of several interactive formats Samsung Ads has been rolling out this year.

The next leap is ShoppingBreaks, which Scott says are designed to cut “hops” between seeing a product and buying it, without turning the TV into a clunky web browser.

“We’ve challenged our product team to really shorten the length, or eliminate friction, between an ad impression and some sort of action,” he says. “You can slap a QR code on anything, but where we found a point of differentiation is building ShoppingBreaks – ad inventory turned into a much more engaging, commerce-ready experience.”

In practice, that means working with influencers and editorial partners to create short, snappy content – think “top 10 beauty products” sponsored by a retailer such as Ulta – that viewers can act on immediately via click-to-cart, email or QR.

“It’s definitely not QVC. It’s driven by authentic content and influencers presenting products in 45-60 seconds. Then you’ve got a call to action and a brand spot,” says Scott.

ShoppingBreaks are due to hit screens in North America this holiday season. Initial roll-out will use the advertisers’ own commerce infrastructure, but Scott doesn’t rule out Samsung eventually owning the transaction path. “I can see a future where there is a very seamless shopping experience on the biggest screen in the home. We’re just not there yet.”

Why Samsung thinks TV could become the next e-commerce driver

Scott (pictured above) believes the conditions are in place for the TV to move into territory once owned by mobile and social platforms.

“No one thought you’d buy anything on your phone 25 years ago. Now it’s second nature. The TV isn’t going anywhere. It’s still the anchor point in the home and, unlike a phone, it can be a communal experience.”

That communal factor is part of Samsung’s strategy, from multiplayer gaming through its Gaming Hub to shared shoppable experiences. “Shopping is just the natural evolution of that.”

The Fast advantage and why Samsung thinks it can win

Samsung is already the largest smart TV manufacturer in North America, with a household footprint that Scott compares to “the US’s largest cable or satellite provider.” Samsung TV Plus, its free, ad-supported, on-demand TV (Fast) service, offers 500+ channels from brands such as A&E, AMC and NBCU and single-IP channels including Letterman TV and Conan O’Brien TV.

The newly launched Samsung Television Network sits in the first channel position, with a mix of news, entertainment, sport and live events such as the Jonas Brothers stream.

In a crowded Fast space, Scott says the differentiators are clear: “Scale, brand-safe content, flexible buying – programmatic or direct – and the data. We can target using our first-party data and then close the loop with return-path data. We can run an A/B test on exposed versus unexposed audiences and tie that back to car, for example. It’s a full 360° methodology.”

A bigger canvas for creativity

Scott admits that creative teams aren’t yet fully leaning into the possibilities of interactive TV. “We can run 15s and 30s all day, but the opportunity is to create unique experiences on the biggest and baddest canvas in the home.”

The formats that have gained the most traction so far include Samsung’s native masthead unit – a third of the home screen that expands to full-screen with video, interactive elements or deep links. “When paired with a TV schedule, we’ve seen unaided recall rates up 55-60%,” Scott notes.

As the formats evolve, so will the need for creative thinking. “Right now, the conversations are more about reusing assets creatively. I’d love for creatives to lean in more on interactivity and form factor.”

Where this could go next

Ask Scott if shoppable TV will be a niche or a major revenue stream and he’s bullish: “I think it could be very, very significant.”

The limiting factor, he says, is not technology but experience. “We need to get the consumer experience right and the advertiser experience right. Then the rest will follow.”

And does he think TV could become a primary e-commerce driver? “I do. But it has to play to its strengths. The relationship between the consumer and the medium matters. We’re thinking about UX, UI, even the role of voice. There’s still a lot to come, but it’s an exciting opportunity for comms planners and creatives alike.”