Samsung TV plus debuts in Asia with ad capabilities taking centre stage

Samsung TV Plus, Samsung’s free ad-supported streaming TV (FAST) service which delivers free, instant access to a wide range of live TV channels across entertainment, news, movies and more, is launching in three markets across Southeast Asia - Singapore, the Philippines, and from late November in Thailand.

Samsung TV Plus will have over 20 curated global live TV channels this year, offering a range of bingeable shows. Among the content partners are Banijay Entertainment, ITV Studios, and Tap Digital Media Ventures which provide a variety of global and local channels.

The upcoming roll-out of Samsung TV Plus comes just 12 months after native advertising solutions were integrated into the Samsung Smart TV experience. Advertisers will now be able to combine native and in-stream video adverts for the first time, creating even more brand-safe opportunities.

According to a press statement by Samsung, FAST revenues in the region’s rapidly growing market are expected to hit US$95 million. Currently, seven in 10 TV viewers watch ad-supported streaming in Southeast Asia as more consumers gravitate towards free alternatives.

Explaining the growth in Southeast Asia, Alex Spurzem (pictured), managing director, Samsung Ads Southeast Asia and Oceania (SEAO), said, “Samsung Ads launched in Southeast Asia a year ago, and it’s been a busy journey so far.” Without sharing concrete numbers, he said the team has seen double-digit growth with new advertisers, and have grown its on the ground manpower to cater to the rising demand. Some of the brands that Samsung Ads currently proudly calls its clients include Chanel, Mastercard, United Overseas Bank, Jaguar Land Rover, and Mercedes-Benz to name a few.

Bringing native advertising solutions to millions of Samsung Smart TVs in the region, the solutions are Samsung ads provides are currently active in Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.

“Strong off this success, we have now introduced our free ad-supported streaming TV (FAST) service, Samsung TV Plus. With rising interest from both local advertisers and global brands looking to reach Southeast Asian audiences, the growth potential in the region is huge,” Spurzem added.

Which markets show the most potential

While streaming is surging on a global scale, it's still going to take time for it to become the norm, especially in emerging markets, said Spurzem. In Southeast Asia, Samsung ads is seeing a significant shift to streaming influenced by the rise of ad-supported models such as FAST and AVOD. As these formats gain traction, they provide an opportunity for marketers to connect with audiences that increasingly prefer streaming.

“The rise of Smart TV penetration in the region means it’s essential for brands to rethink their media mix and consider how Connected TV (CTV) can play a role. With the right partners, leveraging CTV is easier than many might think,” said Spurzem.

Southeast Asia with its incredibly diversity has a range of factors driving demand for Connected TV (CTV) solutions, from population growth and Smart TV adoption to evolving media and consumption habits. This means each country in the region offers unique growth opportunities. Singapore, for example, has long been a central hub for media agencies, so it’s a key market for advertisers. Meanwhile emerging markets such as Philippines, Vietnam, Thailand have an array of “forward-thinking” marketers, Spurzem explained.

Remaining optimistic about the markets’ uptake of Samsung’s solutions, Spurzem believes that as understanding of CTV evolves, marketers will find new ways to integrate it alongside linear advertising or digital video to ensure they reach the right audiences effectively, without duplication, while making the most of their marketing dollars.

“These markets are home to smart brands eager to tap into CTV’s potential and connect with audiences in more meaningful ways. That’s exactly why we’re rolling out Samsung TV Plus in markets where new advertising options are on the rise and the appetite for free streaming content is soaring,” he said.

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