Gurugram, July 2025.

Samsung Ads, in collaboration with Kantar, released a groundbreaking white paper titled Beyond Awareness, which aims to establish the role of Connected TV (CTV) advertising ecosystem in driving critical brand KPIs. This study is among the first from an OEM Connected TV player to deliver robust, data-driven insights into mid-to-lower funnel metrics, offering advertisers clear evidence of how Connected TV drives brand favourability and purchase intent.

The study analyzed over 100 brand lift studies conducted by Kantar for campaigns on Samsung Smart TVs across various industries and demographics. With independent validation from Kantar, the research brings unprecedented clarity and confidence to advertisers investing in Connected TV. Campaigns were assessed using brand lift metrics including brand favourability, message association, online Ad awareness, and purchase intent, providing a clear picture of the power of Connected TVs in influencing real consumer behaviour.

Sharing her insights,Bhavna Saincher, Head,Insights and Client Solutions, Samsung Ads India, said, “The 'Beyond Awareness' study emphaises the growing importance of Connected TVs as a pivotal touch point for driving awareness and consideration, all while amplifying visibility and generating positive outcomes for brands engaging with their audience on the big screen. I am confident that the high engagement of the Gen Z signals a major opportunity for brands seeking impact with a digitally-native, decision-ready audience."

The research further highlights thatamong audiences exposed to advertisements on Samsung Smart TVs, the Gen Z (18–24 Y.O.) showed the highest uplift across key metrics like9.1% in brand favourability and 8.5% in purchase intent. This demonstrates their strong engagement and responsiveness, making them a pivotal audience segment in the Connected TV ecosystem. The other key findings from them include:

• 7.9% Uplift in Consideration: Analysis of over 100 brand lift studies shows that Connected TV campaigns on Samsung Smart TVs deliver a significant 7.9% uplift in consumer consideration, with Gen Z audiences experiencing up to an 8.5% increase in purchase behavior.
• Doubled Impact with Optimized Frequency: Campaigns that reach audiences four or more times see up to double the impact across all key performance indicators (KPIs), underscoring the strategic importance of optimal ad frequency in driving results.
• Broad Industry Success & Demographic Versatility: Connected TV advertising delivers substantial uplifts across diverse sectorsincluding consumer products, technology, automotive, apparel, and home solutionsand proves highly effective among both the Gen Z and the 35+ age groups.

Ebu Isaac,Vice President, Insights Division, Kantar,said, “As Connected TV matures into a full-funnel marketing channel, this study provides compelling evidence of its strategic value—particularly in driving favourability and purchase intent among younger audiences. Connected TV emerges as a critical platform that combines precision, scale, and measurable impact, as advertisers seek to build meaningful connections with the Gen Z."