NewFronts: Samsung Ads Clicks on Amazon to Deliver Shoppable TV

Amazon is a growing power in the TV world. It’s got Thursday Night Football and the NBA.

Amazon’s real strength in advertising is what it knows about what consumers buy and how to connect that viewing.

It’s a powerful combination and as companies in the connected TV business eye how to build a commerce business, competing with Amazon – its data and tech – is difficult, to say the least.

Rather than fight, Samsung says it is working with Amazon Ads to integrate Amazon’s remote-enabled interactive video ad technology directly into Samsung TV Plus.

The arrangement makes Samsung TV Plus the first external CTV device partner to offer this capability through the Amazon DSP, the companies said.

Starting in June, Samsung smart TV set owners will be able to make purchases from Amazon.com on TV. 

For brands selling on Amazon, the “Add to Cart” functionality allows shoppers to buy directly within Amazon.com with a seamless click of the remote. For advertisers who do not sell in the Amazon store, outcome-driven pop-ups like “Send to Phone” and “Sign Up Today” extend engagement beyond the TV screen.

“Our shoppable ad formats are proven to drive measurable performance on and off Amazon through our differentiated combination of broad reach and authenticated signals,” said Kelly MacLean, VP of engineering, science and product for Amazon DSP. “By bringing Amazon’s interactive ad technology to Samsung through Amazon DSP, together we’re providing an experience for advertisers to deliver on any full-funnel marketing objective – whether it’s awareness, consideration, or conversion.”

Advertisers will be able to buy Samsung TV Plus inventory with the Amazon DSP. Advertisers can also tap the trillions of browsing, streaming and shopping signals in the Amazon Marketing Cloud to build and measure campaigns.

“Shoppable innovation is no longer a future concept, it’s the standard,” said Courtney Howell, head of agency development at Samsung Ads. “With our new Amazon integration and the expansion of Samsung Ads interactive ad capabilities, we’re transforming the biggest screen in the home into a fully shoppable, performance-driven platform where inspiration, engagement, and purchase happen in the same moment.”

Samsung Ads is unveiling a full-funnel performance platform powered by AI and shoppable innovation – also featuring a new commerce integration with Amazon to accelerate impact. Additionally, Samsung TV Plus is expanding its exclusive offering with live events and creator-led programming, plus interactive experiences throughout.

This year, Samsung Ads unveiled Vision AI Companion, designed to make viewing experiences smarter, more intuitive and more engaging for consumers. Samsung is also using AI to create products and services for advertisers. 

AI-Powered Contextual Targeting enables continuous interpretation of action on-screen to influence timing, relevance and the next best move, ensuring brands appear in the exact right place at exactly the right moment. 

AI-Powered Audience Collectives leverage proprietary Samsung insights across devices to identify those most likely to engage, convert or respond – keeping campaigns precise, relevant and highly effective.

Samsung TV Plus is also doubling down on interactive experiences that create more meaningful connections between brands and audiences. 

“Live, interactive experiences and creator-led content have become the new engine of TV, bringing authenticity, community, and cultural connection directly into the living room,” said Salek Brodsky, senior VP and global head of Samsung TV Plus. “As Samsung TV Plus looks to the future, our intention is to create meaningful moments that break through. By delivering can’t-miss TV that drives appointment viewing, we’ll provide a powerful pathway for brands to connect with deeply engaged audiences.” 

Live experiences and exclusives arriving on Samsung TV Plus in 2026 include:

·  MotoAmerica: Samsung TV Plus is revving up its live sports portfolio as the exclusive FAST home of MotoAmerica, the premier motorcycle road racing series in North America, streaming every live race for fans throughout the 2026-27 seasons. 

·  HOOLIGANS: The ARCH Racing Project with Keanu Reeves & Gard Hollinger: Executive produced by and starring Keanu Reeves and Gard Hollinger, the six-part docuseries follows the founders of ARCH Motorcycle as they enter the world of professional racing with the same precision and innovation that defines their brand. Produced by V10 Entertainment, TV Plus, Hooligans: The ARCH Racing Project marks the Samsung TV Plus’ expansion into original content with its first-ever exclusive docuseries. 

·  Secrets of The Great Pyramid of Giza Revealed With Mark Rober): Samsung TV Plus is expanding its partnership with former NASA engineer and viral inventor Mark Rober with an exclusive, two-hour live global event chronicling Rober’s expedition inside Egypt’s Great Pyramid of Giza. 

“This moment marks a new era of TV, and Samsung is leading what comes next,” said Sang Kim, executive VP and head of North America service business, Samsung Electronics. “Consumers are choosing ad-supported streaming, creators they trust, and live moments they want to experience together, and brands need a platform built to turn that attention into action. By combining connection, intelligence, and outcomes, Samsung is moving TV beyond reach and into real, measurable performance that drives business growth.”

# # # 

Ad-tech companies are busily working to improve the performance of ad campaigns by expanding their use of artificial intelligence.

Nexxen says that its full-funnel performance capabilities offer brands more ways to improve their return on ad spending.

“Fragmentation has made measuring performance increasingly difficult, particularly when viewing happens in CTV environments and conversion happens later on another device – connecting TV exposure to downstream actions is rarely straightforward,” said Kara Puccinelli, chief customer officer, Nexxen. “Full-funnel performance in Nexxen DSP helps advertisers optimize while campaigns are in flight and measure real lift, ultimately connecting upper-funnel impact to lower-funnel outcomes. As a result, our clients can see the whole picture – understanding which channels and tactics are creating demand, and which are converting it.”

Among those capabilities are in-flight optimization, performance algorithms that increase campaign effectiveness across different goals (KPIs), auto allocation, which automatically shifts spending to the best performing tactics and AI-powered in-platform reporting to provide data-informed insights for enhanced decision making. 

“Attribution modeling only goes so far in understanding our return on investment. Nexxen DSP’s incrementality feature gives our clients the clearest understanding of their performance, so we can focus on spending on the audiences that drive outcomes,” said Justin Manus, chief technology officer at digital marketing agency Tinuiti. 

Nexxen said it isn’t done with improving full-funnel performance and that “additional enhancements” are planned throughout the years.

 # # #

LG is calling its approach to showing that CTV delivers for advertisers “Own the Outcome.” 

At its NewFronts presentation Monday, it introduced benchmark categories it says will help show how results are defined, measured and validated based on goals such as brand impact, actions taken after exposure and on-screen conversion.

The home screen is prime real estate for smart TV makers. LG is integrating video into its viewer interface and will be making its home screen ad inventor available programmatically

LG also said it is launching a new All Chewed Up free ad-supported streaming television (FAST) channel that will feature new and library episodes of Chewed Up, a food and lifestyle show from Simple Alien hosted by Carla Hall, Clinton Kelly and Michael Symon. 

In 2025 Chewed Up’s sponsors included Fresh Direct, Caraway, Trader Joes and Frontgate.

Simple Alien recently announced the greenlight of a new fashion series Why’d They Wear That? The series will premiere this spring.