The news: Samsung announced innovations in its CTV offerings at this year’s IAB NewFronts, pushing the channel toward full-funnel capabilities and AI-powered products.

• Samsung announced a partnership with Amazon Ads that will bring Amazon’s Interactive Video Ad technology to Samsung TV Plus. This makes Samsung the first external CTV device partner to provide this resource.
• Brands selling on Amazon gain access to its “Add to Cart” feature, which allows viewers to take action via their TV screen. The integration is set to debut in July.
• Advertisers not selling on Amazon will still gain outcome-driven opportunities through “Send to Phone” and “Sign Up Today” headlines that encourage engagement.
• Samsung is pushing into tech innovation, offering AI-powered solutions like contextual targeting to ensure brands appear at the right moment and audience collectives to leverage Samsung insights across devices and identify viewers likely to convert.
• Samsung TV is expanding its calendar of live, interactive experiences after its first-ever interactive poll drove 26 times higher engagement than average QR-based interactions. Its 2026 live events slate includes MotoAmerica to expand its sports offerings and gain share of the free ad-supported streaming TV (FAST) market.

Controlling the funnel: Samsung’s expanded offerings reach audiences across the funnel.

• At the top of the funnel, Samsung offers 39% more incremental viewers and reaches over 65% of viewers through subscription video on-demand (SVOD).
• At the mid-funnel, the company converts passive viewership into engagement through interactive ads. Samsung notes that these ads deliver 17 times higher engagement than the industry standard.
• At the bottom of the funnel, Samsung offers measurement tools that bridge exposure to tangible business impacts. Recent bottom-funnel results include a 488% increase in tune-in for one of its partners.