The news: Samsung updated its Family Hub refrigerators to display ads on the Cover Screen in a pilot program, per Android Authority.

Ads will appear when the large-format screen is idle, and the feature is currently limited to specific themes, including Weather, Color, and Daily Board. Art and Gallery themes are exempt.

The Family Hub line includes Wi-Fi connectivity and connected home features like Amazon’s Alexa. Select Samsung refrigerator owners will get new terms and conditions and privacy notices over the air and can’t opt out of the program.

New entry point for advertisers: Samsung’s new ad inventory opens the (refrigerator) door for home and grocery brands.

The appliance maker has a trove of data on Family Hub refrigerators, which they are likely to share with advertisers. Users can see an ad and purchase the item via the Alexa voice assistant. Some key verticals:

• Entertainment. Families can watch TV shows and movies from the refrigerator, giving streaming services a prominent position to advertise their next watch.
• Groceries. Some of the refrigerators include AI that analyzes what’s inside the fridge, boosting brands’ ability to get into homes right when their products are most needed.
• Lifestyle. The Family Hub includes calendars and to-do lists, which could clue brands into items needed for team sports, dancing classes, or even storage solutions for all that gear.

Our take: With Family Hub refrigerator prices ranging from $1,800 to $3,500, it’s safe to say that owners are locked in. Disconnecting it from the internet might eliminate ads, but users lose the smart features that are key to the appliance.

For brands, personalization of ads will be key. Samsung is counting on the family cook or hungry teen to see the ads. Using the tech giant’s data, advertisers can reach a hungry crowd just as they reach for their next snack.

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