Samsung Ads and Kantar release insights on connected TV’s role in influencing purchase decisions

Samsung Ads, in collaboration with Kantar, has released a white paper titled Beyond Awareness, offering data-driven insights into the effectiveness of Connected TV (CTV) advertising in influencing brand metrics such as favourability and purchase intent.

Drawing on over 100 brand lift studies conducted across Samsung Smart TVs, the research provides independent validation of CTV’s ability to impact mid- and lower-funnel performance indicators. The campaigns analysed span multiple industries including consumer products, technology, automotive, apparel, and home solutions, with demographic segments ranging from Gen Z to 35+ age groups.

According to the study, Connected TV campaigns on Samsung Smart TVs showed measurable impact across several brand metrics:

• 8.5% uplift in purchase intent among Gen Z (18–24 years)

• 9.1% uplift in brand favourability in the same demographic

• 7.9% increase in consideration across the general sample

Additionally, the analysis found that ad campaigns achieving four or more exposures delivered double the impact on key performance indicators, suggesting that frequency optimisation plays a significant role in campaign effectiveness.

Bhavna Saincher, head of insights and client solutions, Samsung Ads India, stated: “The findings reflect Connected TV’s evolving role as a key medium for not only awareness but also consideration and purchase intent. The engagement levels, especially among Gen Z viewers, point to new opportunities for advertisers.”

Ebu Isaac, vice president, insights division at Kantar, added: “As Connected TV develops into a full-funnel marketing channel, this study offers quantifiable evidence of its potential, particularly among younger, digitally-native audiences. Its ability to combine precision targeting with measurable outcomes positions it as a relevant platform in today’s media mix.”

The study contributes to a growing body of research on Connected TV’s utility in digital marketing strategies, particularly in markets with expanding smart TV adoption.