Besides the ad, Samsung got a bit of publicity when host Ellen Degeneres showed off a Samsung Galaxy Note 3 while on stage. Tonight's host was pretending to take a selfie during the telecast, something she repeated later in the show with Meryl Streep. Samsung couldn't pay enough for global exposure like that.
Ironically, it was the Oscar telecast back on February 27th 2007 when Apple revealed its first ad for the Apple iPhone. That spot showed a series of phones ringing and being answered from famous movie and television scenes.
source: Samsung, The Verge via AndroidCentral