Why APAC Brands Are Chasing the 'Front Page of the Living Room'
Samsung and Teads partner to reach 12M viewers across Southeast Asia with homescreen ads. CMOs gain exclusive access to the 'front page of the living room' as Smart TV penetration exceeds 50% in ke...
Samsung Ads and Teads announced a strategic partnership in early 2026 to expand connected TV homescreen advertising across seven Asia-Pacific markets: Malaysia, Philippines, Thailand, Vietnam, Hong Kong, Taiwan, and Indonesia. Under the agreement, Teads will serve as the exclusive local reseller for Samsung Smart TV homescreen ads in Hong Kong and Taiwan for the 2026-2027 period.
Exclusive Reseller Arrangements Target 12 Million Viewers
The partnership provides advertisers with access to Samsung's homescreen inventory reaching 12 million unique viewers across Southeast Asia. Teads operates as exclusive reseller in select Southeast Asian markets including Malaysia, Philippines, and Thailand for 2026-2027, while Indonesia operates under a non-exclusive arrangement. Samsung Ads retains direct management of Singapore operations.
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The homescreen placements appear on the interface viewers see before launching streaming apps. These spots include both display and video formats, targeting what Emmanuel Fischmeister, SVP Business Development APAC at Teads, describes as the new "front page of the living room."
"By placing high-impact native ads directly on Samsung Smart TV home screens, we allow brands to show up in the new 'front page of the living room,' where discovery begins and decisions are made," Fischmeister said. "This pre-content moment delivers a uniquely high-value window for brands to connect with consumers when their attention, interest and readiness to engage are at their strongest."
Strong Growth in Samsung TV Plus Supports Ad Expansion
Samsung TV Plus, Samsung's free ad-supported streaming service, demonstrated 70% increase in monthly active users and 125% jump in viewing hours year-over-year. The FAST service reached 4.4 million Smart TVs across Southeast Asia by early 2026, with over 230 channels available region-wide. Samsung added 13 new channels in 2026, including A+E Networks content in Philippines and Singapore.
Smart TV penetration exceeds 50% in key Southeast Asian markets, particularly among higher-income households. Research shows over 80% of consumers in major Southeast Asian countries increased connected TV streaming usage, with viewers averaging six or more streaming services.
Advertisers purchasing through Teads can choose between rotational placements (shared exposure with other advertisers) and roadblocks (full share of voice). Samsung Ads' targeting capabilities include dayparting, TV model and screen size segmentation, newly activated device targeting, and internet service provider data.
Premium Inventory in Fragmented CTV Landscape
Alex Spurzem, Managing Director ANZ & Oceania at Samsung Ads, positioned the partnership as helping advertisers navigate the region's evolving connected TV landscape. "Partnering with Teads across Southeast Asia markets as well as Hong Kong and Taiwan allows brands to tap into the strength of the Samsung Ads ecosystem with confidence and transparency," Spurzem said.
Homescreen ad formats achieve 67% awareness and 74% engagement among Southeast Asian streamers, with co-viewing patterns of three to four viewers per household boosting reach and recall metrics. Viewers show receptiveness to seven to eight minutes of ads per hour on connected TV platforms.
The deal addresses Southeast Asia's fragmented advertising landscape, where advertisers balance global platforms, broadcaster-owned services, and device-maker inventory. Asia-Pacific digital ad spend is projected to reach US$489.3 billion by 2029, with video and connected TV competition intensifying as advertisers shift budgets from linear television.
Teads, listed on Nasdaq (TEAD), works with over 10,000 publishers and 20,000 advertisers globally with approximately 1,700 employees across 30 countries. The company also partners with Google TV for global CTV homescreen ads with emphasis on APAC markets, demonstrating a multi-platform strategy for connected TV homescreen inventory.
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