Samsung Rolls Out Ads to Family Members Center Fridges

Samsung confirmed this week that they have rolled out an over-the-network software update to Family Hub refrigerators in the US that will enable advertising on the fridge’s video display. The ads, which will be introduced as cover screens, which are essentially screen saver images that the fridge displays when the screen is idle.

Samsung’s ad plans were first uncovered by a sharp-eyed Reddit user, who posted an image of the software change log.

Android Authority confirmed with Samsung that they are rolling out ads to Family Hubs, and the official statement also disclosed that this rollout is currently only a pilot:

As part of our ongoing efforts to strengthen that value, we are conducting a pilot program to offer promotions and curated advertisements on certain Samsung Family Hub refrigerator models in the U.S. market.

As a part of this pilot program, Family Hub refrigerators in the U.S. will receive an over-the-network (OTN) software update with Terms of Service (T&C) and Privacy Notice (PN). Advertising will appear on certain Family Hub refrigerator Cover Screens. The Cover Screen appears when a Family Hub screen is idle. Ad design format may change depending on Family Hub personalization options for the Cover Screen, and advertising will not appear when Cover Screen displays Art Mode or picture albums.

Advertisements can be dismissed on the Cover Screens where ads are shown, meaning that specific ads will not appear again during the campaign period.

I’m actually surprised Samsung took this long to roll out ads. While some consumers will no doubt find them annoying, the opportunity to push ads in front of consumers via a fairly unique screen location will likely prove profitable for Samsung and worth the risk of alienating a small group of their user-base.

And while it’s currently a pilot, my guess is they’ll roll this out to all Family Hubs over time. I’m intrigued to see where they take it, as I can see them offering potential partner discounts (with, say, grocer or food delivery partners), as well as taking a page out of Amazon’s book for its Kindle “with ads” pricing model, where it essentially offers a discounted device with advertising.