CTV can drive brand consideration and purchase intent: Samsung Ads-Kantar study

Samsung Ads, in partnership with Kantar, has highlighted the growing role of connected TV (CTV) in driving brand outcomes beyond awareness, with a new study pointing to the impact of sustained advertising presence across the smart TV viewing journey.

Titled Beyond Awareness: Building Brand Momentum Through Sustained CTV Presence, the study draws on more than 100 brand-lift studies to assess how CTV advertising influences key brand performance indicators. It finds an average consideration lift of 10.1% and an awareness lift of 8.6%, reinforcing CTV’s role in the consumer journey.

The findings build on the 2025 Beyond Awareness study, which examined CTV’s ability to move beyond top-funnel awareness and contribute to consideration. The latest research focuses on campaigns that maintain a consistent presence rather than relying solely on short-term bursts.

The study identifies frequency as an important factor in improving advertising outcomes, particularly in the banking, financial services and insurance (BFSI) category.

Audiences exposed to CTV advertising eight or more times recorded 26% ad awareness and 24% brand favourability, compared with 8% and 7%, respectively, among audiences exposed one to three times. The findings suggest that repeated exposure can strengthen brand awareness and preference, particularly in categories involving complex or high-consideration purchase decisions.

In travel and hospitality, sustained CTV presence was associated with a 17% lift in aided awareness among viewers aged 18–34 and a 15% lift in brand favourability among female viewers. The report notes that travel planning often begins six to eight weeks before booking, creating an opportunity for brands to engage consumers throughout the decision-making process.

For consumer packaged goods (CPG), the study found a 16% lift in ad awareness and a 13% lift in purchase intent. It highlights the role of consistent, large-format visibility in keeping brands relevant and supporting movement from awareness to consideration and purchase intent.

In retail, an integrated Samsung TV Home Screen and in-stream video campaign for a jewellery brand recorded a 13% lift in brand favourability and a 14% lift in purchase intent. The report points to the potential of combining Home Screen visibility with video placements to reach digitally native audiences across the purchase journey, particularly in emerging markets and among affluent Tier 2 consumers.

The study also examines how CTV advertising performs across age groups. Among audiences exposed to advertisements on Samsung Smart TVs, viewers aged 18–24 recorded 11.6% brand favourability and 11.7% purchase intent. The corresponding figures for the 25–34 age group were 10.5% and 10.6%, while audiences aged 35 and above recorded 9.3% and 8.5%, respectively.

The findings indicate that CTV can engage younger audiences while also delivering positive brand outcomes among older viewers.

The report also highlights gender-based differences in campaign response, noting a particularly strong response among male audiences, while female audiences showed meaningful lifts as well. It suggests that premium TV presence can support brands seeking to strengthen awareness and consideration among different audience segments.

Among its key takeaways, the study emphasises that sustained CTV presence can compound brand impact across awareness and consideration over time. It also identifies festive periods as important discovery windows, when heightened consumer attention can translate into brand lift.

The report further points to the role of premium inventory and integrated original equipment manufacturer (OEM) CTV planning in helping brands stand out in a crowded media environment. It says the effectiveness of CTV improves with planning maturity as advertisers adopt the medium more strategically.

Commenting on the findings, Bhavna Saincher, Head of Insights and Client Solutions, Samsung Ads India, said CTV has become indispensable in brand planning, helping advertisers capture consumer attention through data-driven strategies.

Ebu Isaac, Head of Media and Analytics Business, Kantar South Asia, said sustained investment in premium, big-screen environments can amplify awareness and accelerate consideration and purchase intent.

The findings position CTV as an increasingly important component of brand-building strategies, particularly for advertisers looking to connect reach and attention with stronger mid-funnel and lower-funnel outcomes.