The new ad format is available on 70 million+ Samsung Smart TVs, enabling multi-product promotion with rotating tiles

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Samsung Ads has launched an “Immersive Carousel” to enable advertisers on Samsung TVs to run ads with up to five separate tiles.

The carousel is available on the 70 million+ Samsung Smart TVs in Europe, and auto-rotates every five seconds, or manually via the remote control.

Samsung says the carousel enables advertisers to promote multiple products or content items within a single ad placement with a variety of calls to action.

The company reports that its Smart TV users visit the home screen five times a day, as they search for what to watch next.

ITVx has already used the Immersive Carousel (pictured above) to boost visibility and engagement for shows including Olivia Attwood’s Bad Boyfriends, The Princess Diaries and The Only Way is Essex.

Samsung ACR (Automatic Content Recognition) data reveals those shown the carousel spent 90 minutes longer in the ITVx app during the week of the campaign compared to unexposed viewers.

Those who viewed all five tiles spent 40% more time in the app than unexposed viewers, leading to stronger conversion performance.

Alex Hole, SVP and general manager, Samsung Europe and MENA, said: “We know the home screen is where viewers’ content discovery journey begins on connected TVs. The home screen Immersive Carousel delivers the rich storytelling capabilities that advertisers are looking for, while also enabling them to promote multiple products, or multiple aspects of the same product, in a single ad unit. More importantly, the results from early campaigns show the genuinely dramatic effect of the Immersive Carousel on ad brand awareness and app usage.”