Samsung Ads has made a pair of new capabilities available to Canadian advertisers to help them better reach gamers and streaming viewers.

The new Samsung Gaming Hub is a cloud-based platform that was first announced at CES earlier this year. For players, it gives them a one-stop place for games from the likes of Xbox Game Pass or Amazon. The hub also gives Samsung more data to understand gaming behaviors, as well as give advertisers the ability to target users within that group with specific ad placements.

Samsung has also launched streaming segments, which simplify the process of reaching audiences that are hard to find and deduplicate them. For example, one of the segments is “Beyond Broadcast,” which targets streaming viewers who don’t watch broadcast TV. Another segment, “Beyond Social,” targets streaming viewers who don’t use major social video apps, like YouTube. Other segments include gamers and “Beyond Pay TV” for reaching cord cutters.

According to Vividata, connected TV penetration in Canada increased more than 46% with adults between 2020 and 2022, particularly with men. TV viewing continues to shift to streaming: of the 10% growth in total TV viewing between from 2021 to 2022, 28% was in streaming. The majority of Canadians (60%) watch both linear and streaming TV while 27% watch only streaming TV.

At a Canadian Marketing Association event last week, Dave Pauk, Canadian sales director for Samsung Ads, and Justin Evans, global head of analytics and insights, said that Canadian advertisers needed to have 20% of their TV budgets in connected TV if they wanted to have a balance in gross rating points, due to the popularity of streaming. Among households with a Samsung TV, linear TV makes up only 42 minutes per week.