Gurugram: Samsung Ads, in collaboration with Kantar, has released a landmark white paper titled “Beyond Awareness”, providing deep insights into how Connected TV (CTV) advertising is influencing brand favourability and driving real consumer actions, especially among Gen Z audiences. The study is one of the first from an OEM Connected TV player to focus on mid-to-lower funnel metrics, reinforcing CTV as a powerful channel for performance-driven marketing.
The analysis spans over 100+ brand lift studies conducted by Kantar on campaigns aired across Samsung Smart TVs, across various categories such as consumer products, technology, automotive, apparel, and home solutions. The findings show that CTV campaigns can deliver up to an 8.5% uplift in purchase behaviour among Gen Z, making them a critical target for advertisers seeking digitally-savvy, decision-ready audiences.
Bhavna Saincher, Head, Insights and Client Solutions, Samsung Ads India, noted, “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.”
Among the key takeaways:
- Gen Z leads uplift: The 18–24 age group showed the highest brand favourability (+9.1%) and purchase intent (+8.5%) following exposure to CTV campaigns.
- 7.9% overall uplift in consideration: The average increase in consumer consideration across the studies was 7.9%.
- Impact doubles with higher frequency: Campaigns that reached audiences four or more times saw double the effectiveness across all key performance indicators.
- Cross-sector effectiveness: CTV campaigns demonstrated significant results across multiple industries and demographic segments, including both Gen Z and the 35+ age group.
Ebu Isaac, Vice President, Insights Division, Kantar, commented, “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.”
The white paper reinforces the evolution of Connected TV from a mere awareness tool to a full-funnel performance driver, making it a must-have in the media mix for modern marketers targeting diverse and digitally native audiences.
