Samsung Ads and Kantar Study Highlights the Growing Role of Connected TVs in Driving Purchase Intent

2025-07-26 02:29:46 Business

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Gurugram, India, July 14, 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 that among audiences exposed to advertisements on Samsung Smart TVs, the Gen Z (18–24 Y.O.) showed the highest uplift across key metrics like 9.1% 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 sectors including consumer products, technology, automotive, apparel, and home solutions and 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."

About Samsung Electronics Co., Ltd.

Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, digital signage, smartphones, wearables, tablets, home appliances and network systems, as well as memory, system LSI and foundry. Samsung is also advancing medical imaging technologies, HVAC solutions and robotics, while creating innovative automotive and audio products through Harman. With its SmartThings ecosystem, open collaboration with partners, and integration of AI across its portfolio, Samsung delivers a seamless and intelligent connected experience. For the latest news, please visit the Samsung Newsroom at news.samsung.com/in/
About Samsung Ads

Samsung Ads puts the power of the world's #1 Smart TV brand to work for businesses of all shapes and sizes. With unrivaled reach across hundreds of millions of smart devices, Samsung Ads unlocks audiences at scale, helping advertisers break through to valuable opted-in consumers in the moments that matter most. Samsung Ads offers innovative ad formats in brand-safe ad environments with full-funnel performance solutions that drive measurable outcomes –from awareness, to consideration.