Samsung and Amazon will team up to bring interactive technology from Amazon to Samsung TV Plus, giving users the opportunity to shop from Amazon via their remote control or respond to other entreaties from advertisers.
The new service will launch in July and will make Samsung TV Plus the first external connected-TV device partner to offer this Amazon capability. Samsung unveiled the technology as part of the industry’s annual “NewFronts,” a series of presentations from digital platforms seeking alliances with advertisers.
“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,” says Courtney Howell, head of agency development, Samsung Ads, in a prepared statement.
Viewers will be able to take immediate action from their Samsung TV screen. Shoppers can purchase directly within their Amazon storefront with their remote. Advertisers who do not sell on Amazon can prod consumers to choose such options as “Send to Phone” and “Sign Up Today.”
Advertisers will be able to access Samsung TV Plus inventory through Samsung’s partnership with Amazon DSP.
“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, vice president of engineering, science and product for Amazon DSP, in a statement. “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.”
Samsung Ads will also the types of ad new formats that clients can use. New capabilities will include product galleries, vertical video, and click-to-email.
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