March 3, 2026, 6:58 am | Read time: 2 minutes
Anyone turning on a Samsung TV will now see more ads. The manufacturer has introduced a new ad format that appears directly on the home screen of Smart TVs with the Tizen operating system. According to the company, about 70 million devices in Europe are affected—including already sold models.
When turning on a modern TV, users typically land on the Smart TV home screen instead of the current program. This is exactly where Samsung is targeting with a new ad format. As the company’s advertising department announced on LinkedIn, an “Immersive Carousel” will now appear on all Smart TV devices with the Tizen operating system.
New Ad Carousel Prominently Placed
This is an ad carousel with five individual billboards. These change every five seconds and are prominently placed on the home screen. The goal is to expand the marketing opportunities of the devices and generate additional revenue streams.
According to the company, around 70 million Smart TVs already sold in Europe are affected by this change. Samsung describes the additional monetization as a new chapter for TV home screens. For Samsung TV owners, this means more ads will appear on already purchased devices. Since the TVs were not explicitly marketed as ad-supported platforms, the user experience changes retroactively.
Also of interest: How to Disable Ads on Samsung TV
Test Run Shows Increased Usage Time
In the five largest EU countries, users with a Tizen TV access the home screen an average of five times a day, according to Samsung. This reach makes the area particularly attractive to advertisers from the company’s perspective.
An initial test run of the new format was conducted in collaboration with the British TV channel ITVx. The ad carousel proved effective. According to Samsung, interaction with all five ad tiles led to users spending 40 percent more time on the home screen than usual.
The individual ad tiles can be manually changed using the remote control. This is intended to allow for interactive advertising approaches. While advertisers are likely to benefit from the new presentation space, the additional advertising may draw criticism from some users.