Uncover the audiences you’re missing with Optimal Reach Conquesting
 

For growth brands investing in TV advertising, “efficiency” has long meant stretching every dollar by optimizing CPMs, squeezing more impressions from flat budgets, and trimming waste wherever possible.
 

But in 2026, the most effective TV marketers won’t be the ones cutting costs. They’ll be the ones who see differently and turn competitive overlap into opportunity. This strategy, which Samsung Ads calls Share of Voice conquesting, is the first step for brands ready to grow TV viewer market share.
 

Find the hidden audiences
 

Marketers have seemingly optimized everything, except who they’re not reaching.
 

“Most marketers don’t have an underperforming campaign problem,” said Justin Fromm, Head of Research at Samsung Ads. “They have a visibility problem.”
 

Many are targeting the same modeled audiences, on the same DSPs, and across the same platforms. So they hit the same households repeatedly while millions of potential customers go untouched.
 

While most measurement tools can tell you your share of impressions or reach, they rarely show who you’re missing or where your competitors are over-saturating.
 

“You can’t win market share if you don’t know where your competitors’ audiences are hiding,” said Fromm. “That’s what we have set out to solve.”
 

Don’t just optimize your plan – outsmart everyone else’s
 

For Samsung Ads, that meant rethinking efficiency from the ground up and shifting focus from what’s being spent to what’s being seen.
 

Enter Optimal Reach Conquesting, a solution built on Samsung Smart TV data that gives marketers deterministic visibility into competitive overlap. It identifies audiences who have seen competitor ads but not yours, isolates duplication across networks and devices, and reallocates impressions toward untapped households.
 

“Optimal Reach Conquesting helps brands see the competitive field in a way they never could before,” said Fromm. “You can literally pinpoint where your competitors are overexposed and redirect your budget to the audiences that are still in play.”
 

Campaigns using Optimal Reach Conquesting are already proving the model works. One global brand grew share of voice by 20 points without increasing spend, reached hundreds of thousands of incremental households, and spent only $0.10 per incremental reach.
 

“Optimal Reach helps brands win the next share battle,” said Fromm. “It’s proof that smarter allocation beats higher budgets.”
 

Because in today’s market, the smartest spenders aren’t the ones who buy more impressions.  They’re the ones who find the audiences everyone else missed.

Break through the optimization ceiling and capture growth your competitors can’t even see. Reach out to Samsung Ads today to learn how your brand can use Optimal Reach Conquesting to turn competitive overlap into incremental reach.