Samsung Electronics America and Smartify Media are betting that lobby screens advertising a can of Coke could soon pay commercial real estate owners and real estate brokerages for the privilege.
The two companies recently announced a partnership that plugs Smartify’s programmatic advertising network directly into Samsung’s VXT content management platform, letting owners of Samsung commercial displays start selling ad space with what the companies describe as a single click and no new hardware.
The integration, branded Samsung VXT Ads, Powered by Smartify, targets an asset class most real estate owners already have sitting on their walls: the millions of commercial displays used for menus, wayfinding and marketing across brokerages, fitness studios, convenience stores, gas stations, car washes, transit hubs and malls.
Smartify says its network already spans more than 40 U.S. markets and generates billions of monthly impressions. The Samsung tie-in is designed to bring a large new pool of screens into that inventory, without owners installing additional media players or software.
“Commercial displays are rapidly evolving from operational tools into valuable media assets,” said Joseph Kunigonis, CEO of Smartify, in a statement. “By integrating Smartify directly into Samsung VXT, Samsung VXT Ads, Powered by Smartify, creates a frictionless monetization layer that enables display owners to participate in local, regional and national advertising demand without changing how they operate their screens.”
For brokerages, this means turning existing infrastructure into a revenue line. Smartify already counts First Team, Seven Gables, West + Main, multiple Compass offices, The Agency and multiple Corcoran offices among its brokerage partners, according to Smartify spokesperson Magnolia Dow.
They use in-office screens to run agent-story content alongside consumer advertising, while collecting a cut of the ad revenue generated at their locations. The Samsung integration doesn’t change that model so much as widen the on-ramp.
Any brokerage or property owner already running Samsung VXT-managed displays can now opt into the marketplace directly through the platform they’re already using to manage content.
“This partnership reflects the growing convergence of digital signage technology and retail media,” said Jonathan del Rosario, Head of Product — Display Solutions Division, Samsung Electronics America. “By integrating Smartify’s advertising capabilities into Samsung VXT, we’re empowering businesses to maximize the value of their display ecosystem, strengthen the impact of each screen and enhance the customer experience.”
