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In an upfront where buyers are focused on sports and artificial intelligence, Samsung Ads is looking to score big.
At its 2024 IAB NewFronts presentation Tuesday, Samsung Ads, Samsung Electronics’ advertising arm, announced several innovations, including a new lineup of sports, music, family and entertainment content on its FAST (free ad-supported streaming television) service, Samsung TV Plus, in addition to new AI tools for targeting and performance.
“We have that direct consumer connection. We have that massive scale that [marketers] can tap into, and we’re on the forefront of innovation,” said Michael Scott, vice president and head of ad sales and operations at Samsung Ads. “We want to make sure that marketers know that we’re open for business to innovate with them.”
FAST sports opportunities
With Samsung TV being the most engaged FAST application on its connected TV service, growing 60% year over year, the company is leaning into sports content in 2024, expanding its partnerships and investment.
The company will now deliver new sports offerings, with a Major League Baseball FAST channel showcasing weekly game replays, minor league replays, game recaps and exclusive content; a PGA Tour channel bringing behind-the-scenes programming, documentaries, recaps and competitions; and an American Hockey League channel hosting live AHL games through the National Hockey League’s Los Angeles Kings’ affiliate, the Ontario Reign.
In addition, Samsung will deliver the first Formula 1 Channel, letting viewers catch up on F1, F2, F3 and F1 Academy races throughout the season; and One Championship TV for mixed martial arts and combat sports.
“I firmly believe that Samsung TV Plus, and all the other FAST platforms, are going to be players in sports,” Takashi Nakano, senior director of business development and content at Samsung, said. “We provide tremendous reach that teams and leagues need and want. You can’t have sports without a fan base. That’s something that we offer, so we’re excited about this.”
The sports landscape is shifting amid league rights deals potentially changing, the future of Diamond Sports Group’s regional sports networks uncertain amid bankruptcy and streamers increasingly getting in on sports action. But fan love for the game goes beyond just live, which is where Samsung Ads can provide additional value.
“Live sports is critical. It’s important. It’s the climax of the event. But if you take a step back around what sports really is, it’s the story. It’s the human interaction,” Nakano said. “Broadcast TV has had a hard time telling that story. The RSNs haven’t been able to do that, but in FAST and in a digital environment, we can.”