Make Your Brand Unmissable on the Biggest Screen in the Home

In today’s fragmented media landscape, capturing viewer attention is more complex than ever. As streaming adoption surges across APAC and traditional TV habits evolve, one thing remains constant: the TV screen is still prime real estate for brand advertising. However, in this competitive environment, how and when a brand shows up makes all the difference.

At Samsung Ads, we believe the future of TV advertising begins the moment the screen turns on. To put brands in the spotlight from the very first moment, we offer 1st Screen —a native TV home screen ad format that ensures brands are front and centre before viewers begin their content journey.

First Impressions Count

1st Screen is not just another ad placement—it’s a 100% share-of-voice, brand-safe, high-impact environment. The ad appears immediately when the TV is turned on, with no need to scroll or search. That means guaranteed visibility and zero competition for attention.

This prime positioning taps into the primacy effect—our tendency to remember the first thing we see. For advertisers, this translates into higher brand recall, stronger message association, and greater influence on top-of-funnel metrics.

Reaching Audiences Before They Fragment

The average household in Southeast Asia now navigates 4–6 Connected TV (CTV) apps, in addition to live TV and gaming platforms. This fragmentation poses a challenge for traditional campaigns—but it also presents a new opportunity.

1st Screen reaches viewers at the source, the Smart TV home screen. It’s where users land before they launch apps, stream content, or start gaming. Whether your audience includes light TV watchers, ad-free SVOD subscribers, or gamers, this is your chance to connect before they fracture across platforms.

A Full-Funnel Experience from the First Touchpoint

1st Screen advantages don’t stop at awareness, either. This ad format supports actionable engagement, enabling users to interact with brands directly from the home screen—whether that’s watching a branded video, visiting a microsite, launching a YouTube page, or downloading an app. You’re not just making a first impression—you’re opening the door to deeper engagement.

In fact, a study of 300+ campaigns by Samsung Ads in the USA found that combining native home screen ads with CTV video or linear TV campaigns led to a 70% performance uplift.

Align with Cultural and Content-Driven Moments

Want to capitalise on major events like Lunar New Year, Formula One, or mega-sale seasons? 1st Screen offers exclusive home screen roadblocks during high-attention periods—giving brands unmatched visibility at moments that matter.

 Case Study: Driving Brand Lift for Range Rover

To see the impact in action, we can look at Range Rover’s recent campaign in India. By activating the 1st Screen format, the brand significantly boosted key brand metrics that were measured as part of a brand uplift study with Samsung Ads and Kantar:

• +18% in aided awareness
• +25% in message association
• +19% in brand favourability and purchase intent

The results speak for themselves—1st Screen delivers both scale and effectiveness.

Start at the Top, Stay Top of Mind

In a crowded media world, showing up first matters. With Samsung Ad’s reach, technology, and insight across APAC, we help brands own that critical first moment on the largest screen in the home.

We are reimagining TV advertising, from the very first screen.

Categorised in: Blog, Industry News

This post was written by Samsung Ads