Users of the free Samsung TV Plus streaming service can expect to begin seeing new interactive ad formats later this year. At IAB NewFronts 2025, Samsung confirmed two specific new ad formats are on the way, ShoppingBreaks and GameBreaks.
Launching later this year, Samsung says ShoppingBreaks is designed to disrupt the shoppable TV game. These ads will feature creator-hosted, short-form content within an ad break along with a clear call to action.
The goal here is to make it quicker to purchase items shown in these ads by improving and streamlining the ability for users to purchase items directly from their TV.
As the name suggests, GameBreaks will differ in the fact that their emphasis is on gaming. Samsung’s GameBreaks are mini-games that are designed to turn traditional ad breaks into more memorable moments, both for the user and the advertiser.
In 2025, Samsung plans to add eight new games to the GameBreaks portfolio, including The Six.
Along with the new interactive ad formats, Samsung is also making available new and improved advertiser tools. These are designed to make it easier for advertisers to more accurately understand user behavior and ultimately reach the best audience with its advertisements.
“We’re not just redefining what advertising can do, we’re reengineering the entire relationship between content, data, and commerce,” said Travis Howe, Global Head of New Product Solutions, Samsung Ads. “Samsung Ads is creating a world where media doesn’t just reach audiences—it moves them. From interactivity to full-funnel performance, we’re turning the screen into a truly intelligent, action-driven service.”
Also at NewFronts, Samsung announced plans to launch its own network. The new ‘Samsung Television Network’ is set to feature live sports, music, movies, and much more, and will be available to stream for free on Samsung TV Plus.
