Samsung Ads Appoints Nelson Boyce as Senior Vice President

Samsung Ads has appointed Nelson Boyce as senior vice president of ad sales, with a remit that includes building on the first-place position Samsung holds among Smart TVs.

Boyce will lead Samsung Ads’ sales organization. His stated priorities are stronger commercial execution, deeper relationships with advertisers and agencies, and growth for Samsung and its advertising partners. The unit’s advertising services and products now carry the broader Samsung brand’s recognition.

Who is Nelson Boyce?

Boyce reports to Sang Kim, executive vice president of North America Service Business at Samsung Electronics America. Kim said Boyce’s record building businesses across digital and traditional media would be instrumental as Samsung Ads scales and captures the opportunity.

Before joining Samsung, Boyce was managing director of Americas, Large Customer Sales, Integrated Solutions Sector at Google. He previously held senior sales and strategy leadership roles at BET Networks and Nickelodeon, where he oversaw advertising businesses across linear television and digital media.

Boyce said his years of experience across media and technology would help Samsung Ads in the connected-TV ecosystem. His engagement with traditional linear media and digital products, together with his work across a broad advertiser base, positions him to make sure the ad unit delivers against partners’ business goals and objectives.

He said that standard applies whether a partner operates in linear television or digital media.

How will Boyce scale the sales team?

Boyce wants the sales team to use Samsung’s existing Smart TV momentum. He wants staff equipped with AI-enabled tools that improve effectiveness and efficiency. The tools are intended to give the team capacity for additional, higher-value engagements and market activities while keeping the organization focused on client needs.

He also set a measurable commercial standard for the unit. “The things that we are doing are ultimately resulting in providing clear and definable outcomes for our partners against the performance that they seek,” he said. The statement ties sales execution to partner-defined performance rather than activity alone.

What does this change for advertisers and agencies?

Advertisers and agencies will work with a sales organization placed under an executive who has sold to large customers at Google and overseen advertising businesses at BET Networks and Nickelodeon. Boyce will lead the external sales agenda across digital and traditional media, including relationships with advertisers, agencies and other partners.

For Samsung Ads, the change concentrates responsibility for commercial execution, advertiser relationships and growth in one leader. It also connects the sales organization more directly to the company’s position in Smart TVs and to the wider mix of connected-TV products, solutions and advertisers.

In an interview with ADWEEK, Boyce said Samsung Ads “is at a really opportune moment in its history.” He argued that Samsung’s global recognition has built trust, scale and credibility with consumers over the years, and that those attributes now extend to the company’s advertising services and products.

Kim’s support for the appointment points to the scale of the next phase: Samsung Ads has put a sales executive with large-customer and multichannel experience in charge of its advertiser-facing organization.

Boyce’s plan combines AI-enabled tooling with more high-value engagements and a tighter focus on client needs. The test he set is whether Samsung Ads can convert its first-place Smart TV position into clear outcomes against the performance advertisers and agencies seek.