‘Beyond Awareness’ white paper reveals Connected TV’s rising influence on brand favourability, ad engagement, and cross-sector consumer behaviour
Gurugram, July 14, 2025: Samsung Ads, in partnership with Kantar, has unveiled a comprehensive white paper titled Beyond Awareness, spotlighting the pivotal role of Connected TV (CTV) in influencing mid- to lower-funnel brand metrics, particularly purchase intent. This first-of-its-kind study from an OEM Connected TV platform provides robust, independently validated insights into how CTV campaigns are delivering measurable results for advertisers.
Based on over 100 brand lift studies conducted by Kantar, the findings underscore the significant performance of Samsung Smart TV campaigns across multiple industries, including technology, consumer products, automotive, apparel, and home solutions. The research assessed campaign performance using key brand lift metrics such as brand favourability, message association, ad awareness, and purchase intent.
Among the key highlights, Gen Z (ages 18–24) emerged as the most responsive demographic, showing a 9.1% uplift in brand favourability and an 8.5% increase in purchase intent when exposed to CTV ads. Overall, the data indicates a 7.9% increase in consumer consideration, with optimised ad frequency (four or more exposures) doubling impact across all KPIs.
Commenting on the findings, Bhavna Saincher, Head, Insights and Client Solutions, Samsung Ads India, said, “The ‘Beyond Awareness’ study highlights Connected TV’s growing impact as a strategic brand-building platform, particularly among Gen Z. The immersive big-screen experience is creating high engagement and positive outcomes for advertisers focused on awareness and conversion.”
Ebu Isaac, Vice President, Insights Division, Kantar, added, “Connected TV has evolved into a high-performance full-funnel channel. This study offers compelling validation of its ability to deliver scale, precision, and measurable outcomes—especially among young, digitally-native audiences.”
As marketers seek stronger ROI and measurable brand outcomes, the research positions Connected TV as an essential part of the media mix for driving meaningful consumer engagement and purchase behaviour.
About Samsung Ads:
Samsung Ads is the advertising arm of Samsung Electronics, delivering advanced TV advertising solutions through its proprietary Smart TV platform. With data-backed targeting and measurement capabilities, Samsung Ads connects brands with engaged viewers across premium video environments globally.
Samsung Newsroom India: https://news.samsung.com/in/samsung-ads-and-kantar-study-highlights-the-growing-role-of-connected-tvs-in-driving-purchase-intent
About Samsung Electronics Co., Ltd.