Study highlights CTV’s growing role in driving brand favourability and purchase intent
Samsung Ads, in collaboration with Kantar, has released a white paper titled “Beyond Awareness”, presenting robust, data-backed insights into how Connected TV (CTV) advertising impacts mid- and lower-funnel brand metrics-such as favourability, consideration, and purchase intent.
Study Overview
The white paper is based on the analysis of over 100 brand lift studies conducted by Kantar across Samsung Smart TV campaigns. These studies span a wide range of industries including:
- Consumer Products
- Technology
- Automotive
- Apparel
- Home Solutions
It also evaluates performance across diverse demographics, from Gen Z (18-24) to the 35+ age group.
Key Findings
The study revealed significant, measurable brand impact from CTV campaigns:
- 8.5% uplift in purchase intent among Gen Z (18–24 years)
- 9.1% increase in brand favourability in the same demographic
- 7.9% increase in brand consideration across the general sample
Importantly, campaigns with four or more ad exposures were shown to double the impact on key performance indicators-highlighting the critical role of frequency optimisation in campaign success.
Industry Perspectives
Bhavna Saincher, Head of Insights & Client Solutions, Samsung Ads India:
“The findings reflect Connected TV’s evolving role-not just in driving awareness but in influencing consideration and purchase intent. The strong engagement levels among Gen Z audiences present fresh opportunities for advertisers seeking performance-led results.”
Ebu Isaac, Vice President, Insights Division, Kantar:
“As Connected TV matures into a full-funnel marketing platform, this study provides clear, quantifiable evidence of its effectiveness-particularly with digitally native audiences. Its combination of precision targeting and measurable outcomes makes it an essential component of today’s media strategy.”
Strategic Implications
The research contributes to the growing body of evidence supporting Connected TV’s role in modern marketing strategies-especially in regions where smart TV adoption is rising rapidly. As advertisers seek to blend awareness with actionable results, CTV emerges as a powerful, measurable, and brand-safe solution.
