Connected TV campaigns deliver purchase intent lift, finds Samsung Ads-Kantar study

A new study from Samsung Ads and Kantar has found that connected TV campaigns are delivering significant mid-funnel results, particularly among Gen Z audiences. The study, titled Beyond Awareness, is one of the first of its kind from an OEM connected TV platform to analyse over 100 brand lift campaigns conducted across Samsung Smart TVs in India.

The report shows that campaigns on connected TV drove an uplift of up to 8.5 per cent in purchase behaviour and 9.1 per cent in brand favourability among Gen Z audiences aged 18 to 24. The average uplift in consideration across all audiences and categories was 7.9 per cent. Campaigns that reached viewers at least four times saw up to double the impact on key brand metrics, making frequency a critical factor in campaign effectiveness.

“This study is among the first from an OEM connected TV player to deliver robust, data-backed insights into how CTV is driving not just awareness but also brand favourability and purchase intent,” said Bhavna Saincher, head of insights and client solutions at Samsung Ads India.

Saincher said that Gen Z has emerged as a key demographic for connected TV because of their preference for long-form content and comfort with advanced devices. While mobile remains dominant for short-form viewing, she said Gen Z tends to gravitate toward connected TV for deeper, more immersive experiences.

“Gen Z uses mobile for snackable content, but when they really want to watch something, they turn to the big screen,” she said. “They are also more likely to be tech-savvy and familiar with 4K and 8K televisions, which helps explain the deeper engagement.”

She noted that Gen Z also plays an important role in influencing large household purchases, particularly in categories like automobiles, home improvement, and consumer durables. That influence makes them a strategic audience for advertisers using connected TV to build brand consideration and favourability.

The study found that campaigns with six to eight exposures tended to perform best. Saincher said this is partly due to the nature of connected TV consumption, which is non-linear and varies by user and platform.

“CTV is not appointment-based. You need to account for fragmented viewing patterns,” she said. “Higher frequency ensures that a message reaches the user when they’re actively watching.”

On creative strategy, the study found that visual-first creatives with minimal text performed significantly better across most sectors. Automotive advertisers, in particular, saw strong results by leading with product visuals and keeping messaging simple.

“Auto brands have done a great job of letting the product imagery speak for itself,” said Saincher. “On a big screen, less is more when it comes to text.”

Targeting strategies varied depending on the vertical. Beauty and wellness brands often targeted female proxy viewers, while categories like automotive or building materials used region-specific or male-skewed targeting. Saincher said that Samsung Ads uses genre and content-consumption patterns to deliver more relevant campaigns through its Smart TV platform.

Several advertisers have already begun leveraging connected TV beyond just awareness campaigns. A jewellery brand used geo-targeted connected TV spots to promote new store launches in specific cities. A cement brand used connected TV to stay top-of-mind among homeowners during peak renovation season. In both cases, advertisers saw movement in mid-funnel metrics like brand recall and favourability.

“Brands are no longer looking at CTV just for visibility,” said Saincher. “We’re seeing more use cases where connected TV is influencing consideration and even intent.”

Asked about attribution, Saincher acknowledged that the ecosystem is still maturing. Unlike mobile, where a single identifier is common, the connected TV environment in India lacks universal tracking across devices. While impression and viewability tracking are possible, full-funnel attribution remains limited.

“Some platforms claim end-to-end attribution, but the reality is more fragmented,” she said. “That said, a number of tech partners are working on solutions, and we expect the measurement layer to strengthen over time.”

Saincher said the study is a step toward repositioning connected TV as an essential part of the media mix, especially for marketers focused on younger audiences and performance outcomes.

“If you want to stay in a consumer’s top three brand choices, you need consistent visibility,” she said. “CTV provides scale, precision, and the ability to influence real outcomes. The data now supports that.”