Samsung Ads, the advertising arm of Samsung’s media business, has announced a new solution for advertisers seeking clarity into the performance of their TV campaigns. Launched today, TotalView provides a unified view of reach across linear and streaming, within the Samsung Smart TV ecosystem.
In the context of ongoing fragmentation of viewing in TV environments, the company said advertisers have been calling for a unified view of reach across linear and streaming TV. According to Samsung Ads, TotalView combines signals from millions of Samsung Smart TVs, creating a dataset that can be used to enable smarter planning, precise targeting, and more holistic campaign measurement.
“By bringing together planning, targeting and measurement in one place, TotalView aims to remove the guesswork from cross-platform TV campaigns and help brands understand true reach across increasingly split viewing behaviours,” the company said in the announcement.
Eliminating blind spots
The solution leverages Samsung’s vast footprint of TVs in the European market, with a reported 70 million smart TVs in the region. By understanding what users are watching on these TVs, advertisers can apply the TotalView dataset throughout the campaign lifecycle, according to Samsung Ads.
For example the insights can inform pre-campaign planning, by helping advertisers identify untapped audiences and forecast deduplicated reach. The data can also be applied to in-flight activation, allowing advertisers to target incremental reach on Samsung TVs. And in post-campaign reporting, the dataset can surface deeper insights into audience ad exposure, performance and TV viewing behaviours.
Samsung Ads said that by connecting these stages, the solution enables advertisers to take a data-driven approach to planning, buying and measuring TV campaigns, while eliminating blind spots in order to capture the full picture of TV campaign performance. The company added that linear TV has fallen from 84 percent of TV viewing in 2010, to 40 percent in 2025. The new offering therefore aims to provide pre-campaign insights, targeting and reporting capabilities based on accurate data on viewing behaviour.
“As the leading Smart TV manufacturer, Samsung has a unique vantage point on how viewing behaviours are evolving across both linear and streaming,” said Alex Hole, SVP and General Manager, Samsung Europe and MENA. “Our audience insights at scale mean we understand not just what viewing behaviours look like today, but how they’re evolving over time — giving us a complete view of campaign reach that every media planner and buyer strives for. With the launch of TotalView, we’re empowering advertisers to navigate the new TV landscape with greater clarity and confidence, providing the insights and tools to plan, reach and measure more audiences effectively across the entire Samsung Smart TV ecosystem.”
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