Further bolstering sports offerings, the company is offering new opportunities to connect campaign messaging across both connected TV and mobile, which comes as the Samsung News Galaxy mobile app is set to feature curated, up-to-the-minute Olympic Games content this summer in partnership with the International Olympic Committee.

Targeting AI

In addition to sports, the company is also expanding its suite of AI-powered offerings.

Smart Acquisition leverages Samsung’s data and AI technology for efficiency, delivering ads to the right audience at the right moment for the highest likelihood of conversion, according to the company. Plus, CTV on Mobile enables advertisers to leverage Samsung’s smart TV real estate and AI capabilities to acquire new users and drive engagement to mobile apps.

Additionally, Optimal Reach will reveal insights across linear and streaming to identify gaps at scale using machine learning, as well as Samsung’s TV & You panel of 5,000 participants. According to Scott, in one case, a consumer packaged goods brand saw delivery increase by 300% using the technique.

And with the landscape for data changing amid deals such as Walmart’s acquisition of Vizio, Scott noted how the company is continuing to enhance its own automatic content recognition data.

“Where we were a few years ago with the dominance of linear, having linear ACR data was a fine position to be in, but we saw where the market was going and recognized that we needed to have a holistic view of these audiences,” Scott said. “Now, we can capture our ACR data in-app through a variety of mechanisms, as well as through our TV & You panel, and it really helps advertisers personify that device-level data.”

Game on

Lastly, the company is leaning into gaming, transforming an ordinary ad break on Samsung TV Plus into an interactive gaming experience. With this new innovation, Samsung will allow more people to play without a game controller.

Among updates to Samsung’s gaming, viewers can expect Rivals Arena, a cinematic card game from Return Entertainment that is exclusively on Samsung TVs through the use of a smartphone as a controller, with players joining through a QR code. Meanwhile, The Six is an interactive ad-break trivia game, providing the opportunity for advertisers to co-brand the experience.

In addition to the innovations and play for sports, the company noted that all of its announcements come with brand safety inherently baked in.

“That opportunity to deliver a safe environment for the audience and the advertiser—we think it’s huge,” Nakano said. “That’s an important thing, where you can’t just put an ad next to something that’s salacious or has an extreme amount of profanity. These are precious brands, so we believe that our environment has to be curated and precious, as well.”