Samsung TV Plus and Amazon Collaborate to Revolutionize Shopping Experience on TV Screens
Samsung and Amazon have joined forces to introduce interactive technology from Amazon to Samsung TV Plus, allowing users to shop on Amazon using their remote control or engage with advertisers. This collaboration will make Samsung TV Plus the first external connected-TV device partner to offer this Amazon feature. The announcement was made during the industry's annual "NewFronts," where digital platforms showcase their offerings to advertisers. Courtney Howell, head of agency development at Samsung Ads, highlighted the potential of this integration to create a seamless shopping experience on the TV screen.
Through this partnership, viewers will have the ability to make purchases directly from their Samsung TV screen. Shoppers can access their Amazon storefront and buy products using their remote control. Advertisers, even those not selling on Amazon, can prompt viewers to take action by offering options like "Send to Phone" or "Sign Up Today." This collaboration also allows advertisers to leverage Samsung TV Plus inventory through Amazon DSP, enabling them to reach a wider audience and drive measurable performance.
Kelly MacLean, vice president of engineering, science, and product at Amazon DSP, emphasized the effectiveness of shoppable ad formats in driving performance both on and off Amazon. By integrating Amazon's interactive ad technology into Samsung TV Plus through Amazon DSP, advertisers can achieve various marketing objectives, including awareness, consideration, and conversion. This partnership aims to provide advertisers with a comprehensive platform to engage with consumers and drive results across the marketing funnel.
In addition to the interactive shopping experience, Samsung Ads will introduce new ad formats for clients to utilize. These new capabilities include product galleries, vertical video, and click-to-email options. By expanding the range of ad formats available, Samsung Ads aims to enhance the advertising experience for brands and create more engaging interactions with viewers. The collaboration between Samsung and Amazon signifies a significant step towards transforming the TV screen into a dynamic and interactive platform for both advertisers and viewers alike.