Here’s a number that is sure to stop marketers in their tracks: $141 billion. That’s the untapped revenue sitting in six major industries — auto, telecom, pharma, financial services, retail, and QSR. How? By reallocating budgets more efficiently and reducing wasted impressions, advertisers in these categories could generate significantly stronger returns on ad spend.

The opportunity cost is considerable with customers who could have been won, brand equity that could have been built, and campaigns that could have delivered more. Instead, those dollars disappear into the advertising ether.

The main challenge is fragmentation. In one Samsung Ads analysis of 18 campaigns, 41% of audience reach overlapped between CTV and linear. Nearly half the time, brands were paying to reach the same households repeatedly while entirely new audiences went untouched. When calculated across the six major sectors, this duplicated budget adds up to $9.3 billion that could have been re-invested to connect with customers. 

Planners often describe this as a “fragmentation fog.” Dollars slip through the cracks, and it’s hard to pinpoint where. As a TV viewer, I’ve felt the frustration firsthand when watching the same ad over and over, night after night. And, as a product lead in the TV space, I sit there wondering which households were never reached and thinking about the budgets that weren’t put to good use.

For too long, duplicated reach has been treated as inevitable, but I don’t believe it is.

That’s why we built Optimal Reach.

Turning skepticism into surprise

At its core, Optimal Reach was created to reach households that a campaign wouldn’t otherwise hit. I like to think of it simply as maximizing reach. By both finding where overlap occurs and revealing hidden audiences, the tool helps campaigns grow without necessarily spending more. In fact, one Fortune 100 brand used Optimal Reach to add 47% incremental reach across linear and streaming.

I’ve watched skepticism turn into surprise when our partners see the results for themselves. One advertiser realized they could expand reach by more than 11% by including the Optimal Reach line in their buy. Time and time again, I've seen Optimal Reach help break the old assumption that lost impressions are unavoidable.

Move from defending your own audience to winning new market share

Then there’s Optimal Reach Conquesting, launching this month. It allows advertisers to reach audiences exposed to their brand competitors' ads across linear and AVOD. Once planners see how share-of-voice insights can inform budget decisions, it fundamentally shifts their approach to media planning. Instead of simply defending their own audience, they can win new market share.

Drive your brand’s new phase of growth

I know the pressure advertisers are under. Budgets are tight, expectations are high, and fragmentation makes it feel like you’re flying blind. But it doesn’t have to stay that way.

What planners need most is clarity, because clarity creates confidence. With Optimal Reach strategies like Incremental Reach and Conquesting, you can see exactly where duplication is happening and where new audiences can be found.

That leads to maximizing spend by turning what once looked like waste into more households reached, competitor audiences captured, and dollars redirected toward ROI.

In high-stakes executive meetings, that confidence lets you answer tough questions with data-backed insights, a clear rationale for your decisions, and proof of measurable impact.

That’s the role Samsung Ads plays. We help you see where overlap can be reduced, uncover new audiences, and turn what once looked like waste into opportunities for growth. These solutions all ladder up to your upper-funnel goals of maximizing reach, achieving incremental reach, and increasing your share of voice.

If you want to see this in action, reach out for a personalized consultation. With the right data, your campaigns can unlock real growth and set the stage for your brand’s next wave of success.