Samsung Ads bets big on CTV growth, highlights 2x brand uplift in new study

Samsung Ads is doubling down on Connected TV (CTV) in India as it eyes a bigger share of the evolving digital advertising pie. Speaking at E4M Pitch CMO Summit in Bengaluru, Nishant Kanchan, Head of Sales at Samsung Ads India, detailed how changing consumer behaviour, larger screen adoption, and integrated technologies are reshaping TV’s role in advertising.

“Television is no longer just a content screen—it’s become a central hub for entertainment, learning, wellness and gaming,” said Kanchan. “We’re seeing this reflected in consumer preferences, especially in the growing demand for larger, smarter screens.”

73% retention rate for Samsung TV Plus

Kanchan highlighted the performance of Samsung TV Plus, the brand’s FAST (Free Ad-supported Streaming TV) service. “We’ve seen a 73% adoption and retention rate over two quarters,” he said. “This tells us that once a user engages with Samsung TV Plus, they continue returning month after month.”

Brand lift twice as high, says Kantar study

Samsung recently partnered with Kantar to conduct over 100 brand lift studies across its CTV platform. The result: advertisers saw nearly 2x growth in key brand metrics, including awareness and recall.

“In our whitepaper Beyond Awareness, we show how Connected TV is no longer just a top-funnel medium. It’s delivering measurable brand results,” said Kanchan. “We’ve moved from awareness to outcomes.”

New ad formats, 80% VCR benchmark

Samsung has formats like Samsung Homescreen Masthead—allowing brands to own screen inventory for 6, 12, or 24 hours—and “actionable ads” with QR codes. The brand claims its platform delivers video completion rates (VCR) of over 80% for 30-second ads.

“CTV is a one-to-many screen, not a one-to-one like mobile,” Kanchan noted. “Our studies show that campaigns with a 4+ frequency deliver almost twice the uplift in performance.”

Vision AI and gesture-based control in focus

On the tech side, the company also uses Automatic Content Recognition (ACR) technology to provide precise targeting and reporting. 

Samsung Ads claims to operate in a fully deterministic environment, offering transparency in performance metrics. “We are not giving probabilistic data or using multipliers. It’s deterministic, right down to the device ID,” said Kanchan.

The platform supports measurement across brand awareness, incremental reach, and BLS (Brand Lift Studies) through Kantar.

“Samsung Ads is not just a media option. It’s a complete, brand-safe, measurable ecosystem,” he concluded.