Samsung Ads, in partnership with Kantar, has released a white paper titled Beyond Awareness, highlighting Connected TV’s (CTV) effectiveness in driving key brand metrics like favourability and purchase intent. The study, based on over 100 brand lift campaigns run on Samsung Smart TVs, is one of the first by an OEM CTV player to provide data-backed insights on mid-to-lower funnel impact.
Findings show Gen Z audiences (18–24) responded most strongly, with a 9.1% uplift in brand favourability and 8.5% in purchase intent. Overall, CTV campaigns saw a 7.9% rise in consideration, with frequency playing a key role—campaigns with four or more exposures delivered double the impact. The study also confirmed CTV’s effectiveness across