The lock screen just graduated from wallpaper to media surface. In June 2025, Samsung and Glance rolled out Glance AI in the U.S., bringing a generative-AI shopping and styling experience delivered from the lock screen and the Galaxy Store to recent Galaxy devices. For advertisers, this is a new “first-contact” moment inside the OEM funnel: before app store browse, before social feed, and only one tap away from action. What actually launched (and where it shows up) Samsung’s U.S. partnership introduces Glance AI as an optional Galaxy Store experience that can surface AI-curated looks, try-ons, and shoppable recommendations directly on the lock screen. Coverage targets recent models (S22–S25 series) with a phased rollout; early reporting highlighted opt-in install prompts and region-specific behavior. Several outlets emphasized generative image features (selfie → outfit mockup), while noting that ad implementations vary by market. One report cited “50M+” potential Samsung users for Glance’s U.S. experience. Another detailed that Glance is investing $200M and tapping Google’s Gemini and Imagen under the hood. Why “first contact” on the lock screen matters to OEM funnels Lock screen inventory flips the sequence of discovery: users see personalized, visual suggestions before they enter a store or a feed. That compresses the path from impression → intent → install/open, a dynamic OEM buyers already exploit in setup (OOBE) and app-store browse. With Glance AI now present on U.S. Galaxy phones, the lock screen becomes the earliest high-attention touchpoint in the Samsung funnel, closer to device-setup intent than typical in-app display. Glance’s own documentation frames the lock screen and feed as full-screen canvases designed for performance as well as content. What you can buy today and how to route spend There are two complementary paths: Creative that works on a glance Design for single-glance comprehension and one-tap payoff. Lead with the outcome (“Try this look,” “Scan & save 10 minutes,” “Get 20% off today”), use 5–10s motion or cinemagraphs, and keep calls-to-action consistent with the unlock state. For try-on/AI visuals, mirror Galaxy UI conventions so the transition to app or web feels native. Then deep link the tap to the exact state you promised (cart prefill, product detail, trial start) – your strongest predictor of D1/D7 retention. (Glance AI’s launch coverage shows shoppers can “try on outfits” and buy from lock screen; align your landing precisely to that moment.) Measurement, privacy, and brand safety Instrument post-install events (first open, onboarding complete, add-to-cart/purchase) to your MMP and to the buying platform to optimize toward CPE/CPO/D7 ROAS rather than CPI. Expect minor timing deltas across partners (engagement-time vs. open-time attribution). For verification, align with OM SDK measurement across your app placements; for lock screen inventory obtained via Glance/InMobi, confirm supported verification flows and run PMPs with brand-safety controls during initial tests. (Industry guidance underscores OM SDK as the standard for consistent in-app viewability and verification.) U.S. vs. India: policy and UX differ, plan accordingly In India and other Glance-at-scale markets, the lock screen does include advertising alongside content. U.S. coverage emphasizes optional enablement via Galaxy Store and AI shopping features; reporting at launch noted that ad behavior may differ by region and evolve over time. The practical takeaway for media planners: localize assumptions by market and keep an eye on policy updates as Samsung and Glance iterate. KPIs and guardrails for your first quarter Track Cost per Engaged Open (CPEO) and CPO (task completion), D1/D7 retention, uninstall rate, and D7 ROAS. Cap frequency tightly on lock-screen surfaces; over-exposure hurts perceived value. Use geo holdouts to quantify incrementality vs. your in-app baseline. If you sell catalog SKUs, pair lock-screen bursts with store-page optimization (local titles, short descriptions, outcome-first screenshots) and synchronize promotions with inventory and shipping windows. Bottom line Samsung’s U.S. rollout of Glance AI turns the lock screen into the top of the OEM funnel, a new, high-attention entry point that can shorten time-to-value when your creative and landing are aligned. Start with managed/PMP buys through Glance/InMobi, enforce value-based optimization and OM-verified measurement, and localize your policy assumptions by market. Used well, lock-screen “first contact” doesn’t just add reach; it compounds conversion efficiency across the rest of your on-device mix.

Connected TV is no longer a pure awareness play. With Samsung Ads Mobile Conversion, the CTV impression is wired directly to mobile app installs and in-app actions — with partner-grade attribution and lift testing built in. As a mobile-traffic source that optimizes across screens, here’s how we deploy it, what to watch in reporting, and where the product is heading next. What “Mobile Conversion” actually is Mobile Conversion is a cross-device performance workflow inside Samsung’s DSP. Campaigns start on Samsung TV (and can extend to mobile/desktop), and downstream outcomes — app installs, registrations, purchases are captured via your MMP. The key construct is a Conversion Group you attach to the flight: it holds the AppsFlyer or Adjust trackers and becomes the anchor for optimization and incrementality reporting. In practice, you’re buying CTV reach and measuring true mobile outcomes without cobbling together custom plumbing. Measurement you can trust Configuration is straightforward: create a Conversion Group, paste your MMP impression/click trackers, and enable Performance Tracking (formerly “Conversion Tracking”) on the line item. Samsung ingests attributed events back from the MMP for pacing and optimization. For proof beyond last-touch, you can run a Conversion-Group-Based Lift Report after launch to quantify incremental impact versus a control. If you sell publisher inventory or streamers in parallel, Samsung also surfaces integrations (e.g., with Kochava for Publishers) for unified cross-platform views. Targeting that moves the needle Because Samsung sits on the largest global footprint of smart TVs, you can tap ACR-derived audiences and cross-device IDs to find under-exposed linear viewers, prospect with CTV, and retarget on mobile. You can also build Smart Audiences in the DSP for behavioral and genre-based segments, then layer mobile and desktop to capture the install right after the living-room exposure. Reporting that supports real optimization Live flights should be monitored in three views: A practical nuance: keep tracking hygiene tight. Align macros across CTV and mobile tags so your MMP sees a consistent signal; mismatched parameters are the #1 cause of under-attribution on cross-device tests. How we activate it for clients We open with broad ACR audiences on CTV to seed awareness, then spin up Mobile Conversion lines with Conversion Groups pre-wired to AppsFlyer or Adjust. After a 7–10 day learning window, budget shifts toward CTV segments demonstrating strongest post-view mobile outcomes. If the KPI is events (D1 registrations, first purchase), we pass those back to the DSP and optimize to event-level CPA rather than CPI. For brands that need causal proof, we schedule a Lift read after sufficient volume. Where the product is going Samsung continues to package actionable and interactive CTV units alongside Mobile Conversion, shrinking the distance between exposure and action (QR, send-to-phone, shoppable overlays). The through-line for growth teams is simple: CTV can now carry performance accountability comparable to mobile — without giving up the upper-funnel reach that TV does best. Samsung Ads Mobile Conversion finally standardizes the CTV → mobile path: clear setup (Conversion Groups), verified MMP attribution, and built-in lift. If your Q4 plan still treats CTV as “brand only,” you’re leaving measurable installs and revenue off the table. Wire the MMP trackers, launch with CTV reach plus mobile follow-ups, and let the Lift report settle the argument then scale into interactive CTV once ROAS clears your bar. In 2025, the living room is a performance channel; it’s time to buy it like one.