Samsung today introduced Performance TV, a full-funnel Connected TV platform powered by AI and shoppable innovations.
The platform, introduced during IAB NewFronts 2026, includes a partnership with Amazon Ads to bring remote-enabled Interactive Video Ad (IVA) technology to Samsung TV Plus. Starting in July, the integration will allow viewers to use their remotes for “Add to Cart” functionality for brands selling on Amazon, or engage with headlines like “Send to Phone.”
“This moment marks a new era of TV, and Samsung is leading what comes next,” Sang Kim, Samsung Electronics EVP and head of North America service business, said. “By combining connection, intelligence, and outcomes, Samsung is moving TV beyond reach and into real, measurable performance that drives business growth.”
Advertisers can activate Samsung TV Plus inventory through Amazon DSP, using Amazon’s browsing, streaming and shopping signals for measurement. Samsung is also expanding its Creative Canvas solution to include product galleries, vertical video and click-to-email formats.
“Shoppable innovation is no longer a future concept, it’s the standard,” Courtney Howell, Samsung Ads head of agency development, said.
The company is also embedding AI across its solutions to drive performance. Features include AI-powered contextual targeting, which interprets on-screen action to influence ad timing, and AI-powered Audience Collectives, which use proprietary Samsung data to identify those most likely to respond to a campaign.
Samsung TV Plus now reaches more than 100 million active users globally each month, with streaming hours increasing 25% year-over-year. To support this growth, the service is adding exclusive content in 2026, including HOOLIGANS: The ARCH Racing Project, a docuseries starring Keanu Reeves and Gard Hollinger.
Other upcoming exclusives include a live global event featuring inventor Mark Rober and live coverage of the MotoAmerica motorcycle racing series for the 2026-27 seasons.
“Live, interactive experiences and creator-led content have become the new engine of TV,” Salek Brodsky, Samsung TV Plus SVP and global head, said.
Samsung reported that its interactive ads on Samsung TV Plus deliver 17 times higher engagement than the industry average. Recent campaigns for entertainment and streaming partners have yielded a 488% increase in tune-in and exceeded client benchmarks by 50% for cost-per-action goals, according to the company.
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