As advertising ecosystems evolve, Samsung Ads is positioning itself as a key bridge between connected TV, mobile, and smart devices. In 2025, the platform has expanded far beyond CTV into full-funnel, cross-device performance; linking television viewership with mobile conversions and extending reach across Samsung’s global device network. This evolution signals a new era in how brands engage users through on-device, data-driven advertising.
In November 2025, Samsung Ads stands as one of the fastest-growing digital advertising platforms built on a hardware foundation. The business unit leverages Samsung’s vast footprint: spanning smartphones, smart TVs, tablets, and connected home devices. To deliver data-rich, privacy-conscious ad experiences across screens.
At its core, Samsung Ads is redefining what device-based advertising can do. According to official statements and industry coverage, the platform now emphasizes full-funnel outcomes, from brand awareness on connected TVs to measurable mobile conversions and app installs. This shift reflects Samsung’s goal: uniting its ecosystems to help advertisers drive performance across devices rather than within a single channel.
Expanding from CTV to Cross-Device Performance
In October 2025, Samsung Ads introduced its Mobile Conversion solution. An ad product designed to turn connected TV viewers into mobile app users. Using AI-driven audience matching, the system links exposure on Samsung Smart TVs to measurable actions on mobile devices. According to Marketing Dive, this new product marks “a bridge between big-screen attention and small-screen action,” enabling gaming and entertainment brands to convert engaged TV audiences. Into app downloads and mobile game installs.
This innovation builds on Samsung’s “Behind the Screens 2025” research report, which highlights the growing importance of multi-device engagement. The study integrates mobile usage data with Samsung’s Smart TV insights, underscoring that ad exposure rarely happens in isolation. Viewers often move fluidly between screens, and Samsung’s ecosystem, spanning more than 500 million connected devices globally, allows marketers to reach them in each context.
The company’s 2025 blog series echoes the same message: the performance revolution will be televised, and mobilized. By aligning its TV and mobile advertising capabilities, Samsung Ads enables advertisers to measure conversions that were once invisible. A user who sees a streaming ad on Samsung TV Plus, then downloads the promoted app on their Samsung Galaxy phone the next day.
Strengthening Inventory and Consumer Touchpoints
Samsung Ads’ growth in 2025 is fueled by its ability to open new, high-impact inventory within its own device ecosystem. A major October 2025 update expanded Smart TV home-screen advertising to categories beyond gaming and entertainment. According to Marcomm News, early studies show that Samsung’s home-screen masthead placements drove a 10% uplift in purchase intent. A 13% rise in brand consideration, and a 30% improvement in brand sentiment when paired with Samsung TV Plus.
Beyond television, Samsung’s advertising network is increasingly present across its entire hardware lineup. Reports from Techdirt in November 2025 revealed that Samsung began rolling out ads to Family Hub smart fridges via a software update. Signaling the company’s intent to monetize every connected surface. While these new placements focus on household engagement rather than mobile user acquisition. They reflect a consistent strategy: creating a unified, device-level advertising ecosystem that blurs the line between content, commerce, and connectivity.
During Advertising Week New York 2025, Samsung Ads showcased this integrated vision under the theme of “Behind the Screens”, positioning itself as the go-to partner for advertisers seeking both reach and measurable results across connected devices. The message was clear: Samsung Ads is not just about TV ads, it’s about turning screen time into conversion time.
Implications for Mobile Marketers
While Samsung Ads originated in the connected TV arena, its cross-device evolution makes it increasingly relevant for mobile advertisers. The introduction of the Mobile Conversion solution opens direct pathways from CTV to app installs, a valuable development for performance marketers. By using AI-based audience matching, brands can now connect upper-funnel media exposure to lower-funnel outcomes like downloads and registrations.
Moreover, Samsung’s ability to leverage first-party device data – encompassing both Smart TV and Galaxy mobile usage – enables audience targeting grounded in contextual signals rather than third-party tracking. This is particularly important in the post-cookie, privacy-regulated era, where deterministic device data offers both accuracy and compliance.
For mobile-first advertisers, Samsung Ads represents an opportunity to diversify user acquisition channels and complement traditional app-install campaigns. The platform’s reach across mobile and home devices offers a way to re-engage users already in the Samsung ecosystem, using data-driven cross-screen retargeting.
As Samsung’s device base continues to grow, the value of this ecosystem approach becomes clearer. The company’s integration of smart TVs, smartphones, and connected appliances gives advertisers unique insight into the modern household, and the ability to follow user journeys from awareness to conversion across screens.
The Road Ahead
Samsung Ads’ trajectory in 2025 shows a company moving beyond media buying into ecosystem-level advertising infrastructure. Its focus on measurable performance, device-level intelligence, and cross-device attribution positions it as a serious contender in both the connected TV and mobile marketing spaces.
For performance-driven brands, Samsung Ads now offers three clear advantages:
- Cross-device reach — unified access to Samsung’s TV, mobile, and connected device audience.
- AI-enhanced attribution — connecting exposure to conversion with greater transparency.
- Brand-safe, privacy-compliant environments — built on Samsung’s proprietary device data, not third-party cookies.
As the advertising landscape continues to converge around data, devices, and measurable outcomes, Samsung Ads is emerging as a model of what’s next, a platform where the line between TV and mobile marketing no longer exists.
