Samsung Ads Launches ‘Sponsored Row’, Placing Content Owners Ahead in the Battle for Attention

Samsung Ads today (4th October 2023) unveils a new discovery solution for content partners seeking to drive more audiences to their featured content on Samsung TVs.

Located alongside viewers’ organic personalised recommendations and recently viewed content, the new ‘Sponsored Row’ spotlights advertisers’ premier content and provides another pathway to discovering new TV content, which may otherwise be missed during today’s fast pace of content releases.

Samsung Ads’ recent ‘Is TV just TV?’ research revealed that 65% of viewers become frustrated after just a few minutes of struggling to find enticing content to watch and, according to recent data from Nielsen, 1 in 5 potential viewers decide not to watch TV at all when they can’t find anything appealing. With new content constantly being released, Samsung is working to improve discoverability on its devices to provide users with better experiences and to help its content partners stand out amidst this choice overload and win the ongoing battle for viewer attention.

The Sponsored Row ads take the user directly from the home screen to the selected content within the relevant channel or app, and sit alongside personalised organic recommendations.

Sponsored Row ads offer a unique opportunity for content partners to reach users moments after they turn on their TV, without having to scroll excessively or search, helping them break out of cycles of familiarity and enjoy more of what their Samsung Smart TV has to offer. What’s more, advertisers will gain access to insights from how users have interacted with the ads, which they can leverage to enhance future campaigns.

Alex Hole, vice president & general manager of Samsung Electronics Europe, said: “With this premium placement, our Sponsored Row format is the latest addition to reinforce our commitment to providing viewers with seamless and intuitive experiences. In doing so we are helping our content partners reach new - and retain existing - audiences. Formats like the Sponsored Row play an integral  role in helping content owners stand out whilst helping our viewers  discover thrilling content.”

Minai Bui, director, product marketing, Samsung Ads, said: “Today’s viewers have more choice than ever before and often look for guidance to help them find and discover new content to watch. For content owners, improving the discoverability of their own content is now paramount. At Samsung, the viewer is always at the heart of our offering, and by launching new solutions like Sponsored Row, we hope to provide a better viewing experience for the end user, while also helping our advertising partners cut through the noise.”