Samsung NewFront 2026: “Performance TV”
Key announcements
Partnership with Amazon will let Samsung TV Plus users shop via remote
New ad formats via Creative Canvas
A “top secret, two-hour global live event” with science creator Mark Rober
A motorcycle-racing docuseries with Keanu Reeves
MotoAmerica motorcycle road racing series
Shoppable TV with Amazon
During its NewFront presentation in New York on Tuesday, Samsung announced a partnership with Amazon Ads to bring Amazon’s remote-enabled Interactive Video Ad technology directly to Samsung TV Plus. The first external CTV device partner to offer the capability through Samsung’s integration with Amazon DSP, it will allow viewers to shop directly from a Samsung TV screen.
According to the company, for brands selling on Amazon, “Add to Cart” functionality allows shoppers to purchase directly within their Amazon storefront with a seamless click of the remote. For advertisers who do not sell on Amazon, outcome driven headlines like “Send to Phone” and “Sign Up Today” extend engagement beyond the TV screen.
“Our shoppable ad formats are proven to drive measurable performance on and off Amazon through our differentiated combination of broad reach and authenticated signals,” said Kelly MacLean, Vice President of Engineering, Science and Product for Amazon DSP. “By bringing Amazon’s interactive ad technology to Samsung through Amazon DSP, together we’re providing an experience for advertisers to deliver on any full-funnel marketing objective – whether it’s awareness, consideration, or conversion.”
Samsung Ads is also launching new ad formats via Creative Canvas, including product galleries, vertical video, and click-to-email.
“Shoppable innovation is no longer a future concept, it’s the standard,” said Courtney Howell, Head of Agency Development, Samsung Ads. “With our new Amazon integration and the expansion of Samsung Ads interactive ad capabilities, we’re transforming the biggest screen in the home into a fully shoppable, performance-driven platform where inspiration, engagement, and purchase happen in the same moment.”
Additionally, “we have our machine learning on the back end that allows us to understand who we should be targeting, how we should be targeting someone, and what creative we should be delivering,” Jimmy White, Managing Director, Head of Large Customer Sales at Samsung Ads, told ADWEEK.
Keanu and Other Content
Samsung is leaning into premium and interactive, live content as well.
HOOLIGANS: The ARCH Racing Project with Keanu Reeves & Gard Hollinger: Executive produced by and starring Keanu Reeves and Gard Hollinger, the six-part docuseries follows the founders of ARCH Motorcycle as they enter the world of professional racing with the same precision and innovation that defines their brand. The program marks the service’s expansion into original content with its first-ever exclusive docuseries.
Mark Rober Live Global Event: In a top secret, two-hour global live event on Samsung TV Plus, viral inventor and former NASA engineer Mark Rober invites audiences into a real-time, high stakes scientific mission where discoveries unfold live.
MotoAmerica: Samsung TV Plus is revving up its live sports portfolio as the exclusive FAST home of MotoAmerica, the premier motorcycle road racing series in North America, streaming every live race for fans and delivering wall-to-wall coverage throughout the 2026-27 seasons.
“Live, interactive experiences and creator-led content have become the new engine of TV, bringing authenticity, community, and cultural connection directly into the living room,” noted Salek Brodsky, SVP and Global Head of Samsung TV Plus.
Read more
Samsung Launches “Performance TV:” Full-Funnel Performance Platform and AI-Powered Ad Products (Samsung)
Keanu Reeves Docuseries, Live Motorcycle Racing & Amazon Ad Deal Fuel Samsung NewFronts Pitch (Deadline)
Samsung Integration With Amazon Brings Shopping to Your TV Remote (ADWEEK)