Smart TV OEM platforms — the operating systems built into the TV itself — are a distinct advertising layer that exists independently of the streaming apps installed on the device. Samsung's Tizen OS and LG's webOS each provide ad inventory at the device level: home screen placements, content recommendation tiles, and ACR-powered audience targeting based on what the TV screen shows regardless of which app is open. In India, Samsung Tizen dominates OEM ad inventory with 30–35% smart TV market share; LG webOS is a meaningful secondary option.
Samsung Tizen: Smart Hub advertising
Samsung's Tizen OS powers all Samsung smart TVs in India. The Smart Hub home screen loads when the TV turns on — before any streaming app opens. Samsung Ads monetises this home screen through banner placements, content tiles, and sponsored rows. The flagship placement is the Smart Hub top banner: a full-width image or video unit at the top of the home screen, visible to every viewer who powers on their Samsung TV. This is the highest-visibility non-in-stream CTV placement in India by device reach. See the dedicated Samsung Ads India article for CPMs, buying routes, and ACR targeting detail.
LG webOS: LG Channels and home screen
LG's webOS powers LG smart TVs in India. LG holds approximately 10–15% of India's smart TV market. LG Channels is LG's FAST channel service, available on all webOS TVs — it provides a linear channel guide with free ad-supported content, monetised through LG's ad sales. LG Channels in India has a growing content catalogue including news, entertainment, and lifestyle channels from Indian and international content providers. LG also sells home screen banner placements (the LG Content Store home screen) and sponsored content rows within the webOS interface. Buying route: LG Channels content partner programme for FAST channel distribution; LG Ads India team for home screen placements.
ACR targeting: the OEM advantage
Both Samsung and LG implement ACR (Automatic Content Recognition) on their smart TVs. ACR identifies what is displayed on the TV screen by matching video fingerprints against a content database — regardless of whether the source is a streaming app, a cable box, an HDMI input, or a game console. This creates a TV viewing history at household level that spans all content sources. ACR targeting allows advertisers to reach households based on what linear TV content they have recently watched — a signal unavailable on any streaming platform. Samsung Ads India is the most developed ACR advertising product in India; LG Ads is earlier stage but growing.
CPM benchmarks (2025-26)
Samsung Smart Hub top banner: Rs 200–500 CPM. Samsung sponsored content tiles: Rs 100–250 CPM. LG Channels pre-roll: Rs 80–180 CPM. LG home screen placements: Rs 150–350 CPM. All OEM platform buys are direct deal — no programmatic self-serve access for either Samsung Ads or LG Ads India.
When to use OEM platform advertising
OEM platforms are most valuable for: TV-extension campaigns where reaching viewers at TV turn-on (before they open any streaming app) is the objective; app install campaigns where home screen placement drives app discovery; brands targeting households identified by linear TV viewing behaviour (ACR targeting); and campaigns where the Samsung or LG device audience profile matches the target. Less suited to campaigns optimising for video completion rates or third-party verified impressions.