Samsung is now testing a new form of connected home advertising: smart refrigerator screens. During its NewFronts presentation in New York City on Tuesday, the tech company announced that it is working on a pilot program to place “personal ads” on the screens of its Family Hub smart refrigerators.

According to a report from AdExchanger, Samsung is collaborating with a group of advertising partners to test the feature. It focuses on displaying tailored ads directly on the fridge’s built-in screen. The idea is to turn the Family Hub refrigerator screen into a digital display for personalized ads. These could include product suggestions or service promotions based on household behavior or preferences.

The company says it's experimenting with different formats and collecting feedback to better understand what works for advertisers and consumers.

The move is part of Samsung’s “Screens Everywhere” strategy, which the company introduced at CES earlier this year.

Samsung’s Family Hub screens already offer features like shopping lists, music streaming, and calendar sync. Adding ads would insert branded content into these daily touchpoints. Marketers could begin placing and running ads, such as food brands advertising recipes on smart fridges.

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