In 2026, TV advertising won’t just be about capturing attention. It will be about what that attention does for your bottom line.
Advertising has never had more content, formats, or data. Yet the underlying theme for 2026 is clarity. Across creators, sports, interactivity, and FAST, the industry is entering an era where brand storytelling and attribution are no longer separate conversations. Marketers are asking not just who saw their ad, but what that viewer attention actually accomplished.
Samsung Ads is answering that question by connecting storytelling and performance across every screen where consumers are paying attention. The brands that thrive in 2026 will turn every ad placement into meaningful engagement and every engagement into measurable proof.
Here are six predictions from Samsung Ads leaders that signal where the industry is heading and how advertisers can act on them now.
1. Why 2026 will redefine performance through proof
Proof will become the ultimate measure of trust this year. Advertisers no longer accept blurred lines between exposure and impact. They expect results that connect every impression to real outcomes, from discovery to purchase.
“This is a moment where connected ecosystems like Samsung’s give marketers visibility into the full journey, from who’s watching a campaign on TV to who’s taking action on mobile,” said Michael Scott, Head of Ad Sales & Operations at Samsung Ads. “With clear insights across screens, brands can now measure who they're reaching and understand what's driving engagement.”
But proof won’t replace creativity. Rather, it will fuel bolder, more impactful ideas. The challenge for marketers in 2026 will be to push the boundaries of how powerful storytelling can be, all while delivering measurable business outcomes.
2. Interactivity is the new standard
Interactivity is drastically reshaping how consumers experience advertising on the TV. The best ad experiences now invite viewer engagement and participation, rather than interruption. And it’s not just about a quick click. Interactive ads tailored to context and consumer preference create more meaningful, measurable interactions.
Partners like Samsung Ads make it possible to turn viewer interaction into proof, connecting brand storytelling to performance. “Participation is the purest form of attention,” said Cathy Oh, VP, Head of Marketing, Samsung Ads. "Marketers can go beyond simply knowing who sees their brand's ads and instead understand how their audiences are engaging with it."
Viewers expect ads to respect their attention and be delivered in the right context. Brands that meet these expectations with thoughtful, interactive experiences will earn both clicks and trust.
3. FAST transcends reach to its own domain
In 2026, FAST will transition from an incremental reach "nice-to-have" to a cornerstone of every media plan. Brands will leverage FAST not only for audience reach, but for lower-funnel performance and data-driven, creative engagement.
“For advertisers, the ‘test and learn’ era of FAST is over,” said Courtney Howell, Head of Agency Development at Samsung Ads. “With dynamic creative capabilities, first-party data integration, and contextual solutions all available within a unified platform, FAST will emerge as its own must-buy with its ability to deliver measurable results and deeper consumer connections”.
For marketers, this means reimagining ad creative for the dynamic capabilities offered by FAST, including interactive, two-way moments, beyond just reach. With FAST, the ad break is no longer about buying impressions; it’s about buying engagement - and ultimately intent. As the only player connecting hardware, software, streaming content and person-level data, Samsung sits at the center of this evolution — turning the living room TV into a dynamic, two-way experience.
4. Valuable audiences live beyond the big game
Next year will deliver a packed lineup of major sports moments, from the Winter Olympics to the FIFA World Cup. The real opportunity, however, lies beyond marquee events. With sports attention fragmenting across platforms and a vast content offering including highlights, shoulder content, regional leagues, and niche competitions, FAST has become the space where passionate sports fans actually live.
“Advertisers must recognize how personal sports are for people,” said Jimmy White, Managing Director of Media and Entertainment at Samsung Ads. “Football, basketball, baseball, and hockey are no longer the only games in town. Fans are engaging with everything from the WNBA, to NASCAR, to esports, and international leagues.”
The increased availability of niche sports content on FAST allows advertisers to reach highly engaged audiences with more precise targeting. “Brands that assume everyone still loves the same major sports will lose ground,” said White. “The real winners will experiment to meet fans where they are, often on platforms traditional media overlooks, and deliver experiences that match their passion.”
5. Creators move to CTV – and advertisers will benefit
Creators will expand their presence beyond social media and graduate to premium video environments, with television becoming the ultimate stage. As creators adapt their content quality for the big-screen experience and a massive new audience, the opportunity for advertisers is growing in turn.
Samsung’s partnership with Dhar Mann Studios shows what this evolution looks like in practice. “Instead of the old TV model – greenlight a show, wait 18 months, lock in all the episodes before the audience has even seen them – Dhar Mann produces TV-grade content in about eight days, then uses first-party data to shape the next episodes,” said Takashi Nakano, VP of Content and Programming at Samsung TV Plus. “It’s a smarter, more iterative production loop that blends creator agility with true television craft.”
For advertisers, this shift will unlock a new lane of premium inventory that combines creator-led TV with broadcast reach, brand-safe environments, and data-backed targeting.
6. AI becomes table stakes for campaign and creative optimization
AI will continue to transform Connected TV from a traditional awareness channel into a precision performance tool. Leveraging new technology, advertisers will be more empowered than ever to serve the right creative to the right audience at the right moment. This will make campaigns more efficient, measurable, and impactful.
"Next year, advertisers will lean into AI to achieve better outcomes with less effort,” said Chris Moreno, Head of Sales at Samsung Ads. “But it will require rethinking how you plan, test, and execute campaigns.” “The real power comes from integrating high-quality data, audience insights, and clear objectives, so AI can optimize everything from the ad creative to the entire marketing campaign.”
With AI, brands can rapidly tailor their ad creative to align with cultural moments, live events, or seasonal campaigns, generating hundreds of asset variations efficiently. However, without the right partner, tailored creative risks falling short of its potential. Samsung Ads ensures that the right creative reaches the right audience in the right context, ultimately driving optimal results.
The path forward
In 2026, CTV advertising will be judged not by reach alone, but by the outcome it drives.
Brands that harness FAST, tailor interactive ads to tastes, seek out niche sports, embrace creator partnerships, and embrace AI’s efficiency potential, will link creative impact to business results.
Samsung Ads provide the solutions, innovation and insights to make that connection clear. The future belongs to advertisers who can see the full picture and turn impressions into measurable growth.
Ready to turn attention into action? See how Samsung Ads can help your brand connect storytelling with performance across every screen.