Samsung has launched the Samsung Universal Guide, a content discovery platform available on Samsung TV homescreens.
The personalised feed curates tailored recommendations and provides new ways for content partners to promote their titles through high-impact ad formats.
With viewers now spending over ten minutes on average per session deciding what to watch, many are looking for ways to find films and shows faster. Universal Pictures Home Entertainment (UPHE), alongside media agency Essencemediacom, is among the first to leverage content-seeking audiences on Samsung’s new discovery platform. It includes a first-of-its-kind ad campaign for the Australian home entertainment digital release of Wicked: For Good.
UPHE embedded an immersive ad experience within the Universal Guide’s interface, creating an efficient user journey for audiences. Multiple tile placements within the high‑visibility homescreen row reached almost 700,000 viewers in just three weeks, with a click‑through rate 225 per cent above benchmark.
Poonam Kirkham VP international marketing Universal Pictures Home Entertainment said: “Capturing widescale audience attention at key moments of content discovery has become a powerful play in our home entertainment marketing campaign.
Universal Guide’s creative capabilities enabled us to seamlessly integrate spellbinding visuals and beloved characters into the Samsung TV interface, delivering a premium ad experience that complements the Wicked: For Good digital at-home release. By creating a direct portal to the film, the moment viewers switched on their TVs, we were able to immediately connect them to multiple retailer apps where they could buy or rent the film at home.”
Hannah Partner client managing partner Essencemediacom said: “We were thrilled to be among the first to test this innovative new ad format. The TV home screen represents a crucial asset for home entertainment campaigns, as it’s precisely where consumers are actively making viewing decisions. The format’s striking visuals allowed us to powerfully capture our target audience’s attention and effectively draw them into the world of Wicked: For Good. It proved to be an extremely impactful way to showcase the wonderful world of Oz, ultimately driving significant interest in at-home purchasing and viewing for our clients.”
Richard Wheeler sales director Samsung Ads ANZ commented: “Launching Universal Guide has ultimately made our Smart TV home screens stickier in a way that benefits both viewers and content partners. Today’s fragmented TV landscape is only getting more complex, making effortless cross-app content discovery more valuable than ever.”
