Yes! In fact you don't even need a crossover cable (many/most modern Ethernet devices these days can sort that out for you).
I'd recommend trying the built-in browser on our demo (as mentioned above) because that's probably the biggest wildcard.
But here's what I did to hook the Samsung near me directly to my groov Box using a regular Ethernet cable, and some comments along the way:
Found the network settings of the TV. Sadly, it apparently does EITHER wired OR wireless, so when I was connected to the groov Box directly, I couldn't get on the internet. Boo hoo. Don't know if other smart TVs are smarter. The default IP of the TV was 169.254.138.98 (subnet 255.255.0.0), so...
Set ETH1 IP on my groov Box to be one higher than that 169.254.138.99 (same subnet).
Found the built-in browser on the TV (pressed the "MORE" button on the remote, wished I had "MORE" button in other parts of my life, but I digress). Typed in the address (don't forget the https!) with that clunky TV remote, before I noticed someone had conveniently plugged a nice keyboard and mouse into the TV via USB. Hope your TV has that option too.
When the scary security certificate warning popped up (because I've not yet installed a certificate on that box), I clicked "Access anyway" but the address disappeared. Boo hoo again. Hoping your smart TV is smarter on that too. Luckily, when I re-entered the URL, all was good.
Of course, TVs vary widely so the usual disclaimers apply. I hope you'll share your experience here!
Here's photos of the scary message + groov Box over direct connection, then demo.groov.com over wireless via the internet:
Hope that helps!