While Connected TV (CTV) has long been the centerpiece of modern media plans, it has its limitations, including fragmentation across apps, ad-free environments, and inconsistent measurement that can leave significant gaps in audience reach. “Most advertisers are missing anywhere from 30% to 60% of their target audience,” said George Carens, Director of Data Operations for Samsung Ads. “Even strong media plans that look good on paper don’t always cooperate in the real world.”
 

That’s why top-performing brands are rethinking their approach, and they’re not choosing solely native placements or CTV video ads. They’re selecting both, using the home screen as a critical first audience touchpoint and re-engaging them as their viewing journey continues. “When a consumer sees an ad on both the home screen and on CTV, the total conversions quadrupled and the conversion rate nearly doubled,” said Carens.
 

One advantage of ads on the TV’s native UI is that it’s a place to reach viewers before they enter ad-free environments. According to Nielsen, viewers can spend as much as 10.5 minutes engaging with the television’s home screen and deciding what move to make next. “Advertisers don’t have to shout over the noise on the home screen,” said Larene Mantel, Agency Development Lead at Samsung Ads. “They can meet the viewer at a moment they’re highly engaged.”
 

From there, CTV extends the brand story, reinforcing awareness and driving consideration. Together, the home screen and CTV can bridge the reach gap created by fragmented viewing habits and app churn.

When the home screen meets CTV, top brands see real impact
 

Advertisers across industries are seeing measurable results from combining Samsung’s home UI and CTV placements. One Fortune 500 insurance company used the pairing to drive four times more quote completions, reaching audiences before they disappeared into ad-free apps.
 

A global car maker boosted unaided recall from 71% to 83% by pairing its CTV video with a home UI unit. This lifted both purchase intent and brand opinion.
 

And a large fast-food chain combined home UI exposure with mobile conversion prompts to increase app orders during key seasonal windows.
 

Independent research confirms what these brands are seeing firsthand. According to a Samsung Ads study conducted by MediaScience, campaigns that paired a home screen placement with a mid-roll spot saw significant lifts in recall and recognition. Specific examples include a 33% lift for a leading luxury auto brand and over 50% gains in unaided and aided recall for a global travel brand.

“What used to be a choice between scale through linear or addressability through digital is now possible in one place,” said Carens. “Samsung’s connected ecosystem delivers both mass reach through Smart TVs and precision targeting through device-level data.”
 

“The home UI is where storytelling and intent collide,” added Mantel. “When paired with CTV, it’s where campaigns start winning.”
 

The takeaway
 

As the home screen and CTV combination becomes a new baseline for modern media planning because, it allows marketers to:
 

• Reach audiences before they disappear into ad-free environments.
• Engage them within streaming where storytelling builds emotional connection.
• Measure true impact from exposure to outcome.

When audiences see your brand on both Samsung’s Home UI and across CTV, performance is exponential. Let Samsung Ads help make that your new baseline.