Teads, Samsung Ads partner on CTV homescreen reach

Teads has announced a strategic partnership with Samsung Ads to deliver CTV homescreen display and video advertising solutions across Malaysia, the Philippines, Thailand, Vietnam, Hong Kong, Taiwan and Indonesia, expanding access to Samsung Smart TV inventory in parts of Southeast Asia as well as Hong Kong and Taiwan.

Under the agreement, Teads will serve as the exclusive local reseller in Vietnam, the Philippines, Thailand, Malaysia, Hong Kong and Taiwan for 2026 to 2027, while Indonesia is included without exclusivity. Samsung Ads will continue to manage the Singapore market independently.

The exclusivity applies to Vietnam, the Philippines, Thailand and Malaysia, in addition to Hong Kong and Taiwan.

The deal centres on ad placements on the homescreen of Samsung Smart TVs, the interface viewers see before launching streaming apps or other content. The inventory includes display and video formats.

Homescreen ads

Samsung Ads sells advertising across Samsung Smart TVs and other connected TV environments. Its high-impact CTV native homescreen formats reflect a broader shift by brands towards formats that reach viewers in living rooms as streaming continues to grow.

Under the partnership, Samsung Ads' high-impact CTV native ad formats will be available to buy through Teads across the listed markets. Teads sells advertising across premium publishers and connected TV environments, and is positioning the agreement as part of its broader omnichannel offering in the region.

Advertisers buying through Teads will have booking options including rotational placements, which share exposure with other advertisers, and roadblocks, which provide full share of voice for a defined placement.

Targeting options

Samsung Smart TVs have a strong presence across Southeast Asia, particularly in higher-income households, which forms part of the pitch to advertisers seeking reach among connected TV viewers in the region.

Samsung Ads' targeting and planning tools featured prominently in the announcement. Beyond time-of-day scheduling, campaigns can use signals such as TV model and screen size, newly activated devices, and internet service provider information.

These data points are increasingly common in connected TV advertising, where platforms and device makers use first-party signals from logged-in environments and device telemetry. Marketers have been shifting budgets from linear television to connected platforms in search of more measurable buying and more precise audience planning.

In Southeast Asia, connected TV usage continues to rise as smart TV penetration increases and streaming services expand their catalogues and local-language content. The region remains fragmented, with advertisers balancing global platforms, broadcaster-owned streaming services and device-maker inventory. Deals that aggregate supply across markets aim to simplify buying amid that complexity.

"This partnership represents a powerful evolution of Teads' omnichannel capabilities in APAC," said Emmanuel Fischmeister, SVP Business Development, APAC, Teads. "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," he added.

Regional sales

The partnership sets out sales coverage market by market. Teads will act as the exclusive local reseller in Vietnam, the Philippines, Thailand, Malaysia, Hong Kong and Taiwan for the 2026 to 2027 term, while Indonesia is included without exclusivity.

Samsung Ads will retain direct control of Singapore. This structure reflects how connected TV inventory often goes to market through a mix of direct sales and partners, depending on local scale, existing relationships and operational coverage.

Samsung Ads positioned the deal as a response to the expanding connected TV market in Asia and rising advertiser demand for inventory tied to smart TV platforms.

"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," said Alex Spurzem, Managing Director ANZ & Oceania, Samsung Ads.

"Together we are helping advertisers navigate a fast-evolving CTV landscape and look forward to working with brands to unlock a future-ready, data-rich and creative-first solution to capture consumer attention in the moments that matter," Spurzem said.

Teads is listed on Nasdaq under the ticker TEAD. It says it works with more than 10,000 publishers and 20,000 advertisers globally, and has a team of around 1,700 people across more than 30 countries.

Samsung Ads sells advertising tied to Samsung's smart TV footprint and related connected audiences. It offers managed-service and programmatic buying options, and positions its data as a way for advertisers to plan reach and frequency across advanced TV environments.

High-impact CTV native homescreen placements will be available across Malaysia, the Philippines, Thailand, Vietnam, Hong Kong, Taiwan and Indonesia, with Singapore continuing to be managed independently by Samsung Ads.