• by Wayne Friedman , July 10, 2025

Expanding its effort to attract more mobile gaming advertisers, Samsung Ads is offering an advertising product that targets mobile gamers who watch content through Samsung TV Plus — its connected TV operating platform.

Samsung Ads’ Mobile Conversion has been in beta testing with brands, and the company says it has been outperforming marketers’ return on ad spend (ROAS) by as much as 150% on day seven of a campaign.

Samsung Ads’ Mobile Conversion works through advertising inventory on Samsung TV Plus — the Samsung operating system on its smart TV sets.

That system has nearly 700 channels, and 30 owned-and-operated apps.

Samsung TV Plus has seen 60% year-over-year growth in viewing time.

Michael Scott, vice president and head of ad sales & operations at Samsung Ads, said in a release: “We’re closing that gap — connecting viewing behavior on the biggest screen to action on the smallest, giving brands a unified, measurable view of their consumer across channels.”

Samsung, a major electronics company, will leverage its "first party" data --though advanced audience intelligence, including that of its mobile devices — to find users with a high install propensity to do gaming.

At the same time, ad pricing will "dynamically" adjust bid pricing to drive efficiency and scale, deliver the most relevant creative for the consumer based on real-time basis, and shift media spend toward top-performing inventory to increase engagement.

In the future, as demand for cross-screen performance solutions accelerates, according to the company, Mobile Conversion is planned to expand to travel, quick-service restaurants, financial services, retail and media/entertainment brands.