When it comes to digital advertising, Connected TV (CTV) has been a topic of interest for several years. In recent times, Samsung Ads has collaborated with Kantar to release a groundbreaking white paper titled Beyond Awareness, which offers compelling insights into the effectiveness of CTV advertising in influencing brand metrics.
Research Highlights
- Over 100 brand lift studies were conducted across Samsung Smart TVs, providing independent validation of CTV’s ability to impact mid- and lower-funnel performance indicators.
- The campaigns analysed span multiple industries, including consumer products, technology, automotive, apparel, and home solutions, with demographic segments ranging from Gen Z to 35+ age groups.
- The research offers a comprehensive understanding of CTV’s role in digital marketing strategies, particularly in markets with expanding smart TV adoption.
The study found that Connected TV campaigns on Samsung Smart TVs showed measurable impact across several brand metrics, including purchase intent, brand favourability, and consideration. The results are as follows:
| Demographic | Purchase Intent | Brand Favourability | Consideration |
|---|---|---|---|
| Gen Z (18–24 years) | 8.5% | 9.1% | 7.9% |
| General Sample | 7.5% | 8.3% | 8.1% |
Furthermore, the analysis revealed that ad campaigns achieving four or more exposures delivered double the impact on key performance indicators, suggesting that frequency optimisation plays a significant role in campaign effectiveness.
“The findings reflect Connected TV’s evolving role as a key medium for not only awareness but also consideration and purchase intent. The engagement levels, especially among Gen Z viewers, point to new opportunities for advertisers.”
Bhavna Saincher, head of insights and client solutions, Samsung Ads India, stated: “The study’s results provide valuable insights for advertisers looking to leverage the power of CTV. By understanding the role of frequency in campaign effectiveness, advertisers can make informed decisions to optimize their advertising strategies.”
Ebu Isaac, vice president, insights division at Kantar, added: “As Connected TV develops into a full-funnel marketing channel, this study offers quantifiable evidence of its potential, particularly among younger, digitally-native audiences. Its ability to combine precision targeting with measurable outcomes positions it as a relevant platform in today’s media mix.”
Implications for Advertisers
The study’s findings have significant implications for advertisers looking to leverage the power of CTV. By understanding the role of frequency in campaign effectiveness, advertisers can make informed decisions to optimize their advertising strategies. Additionally, the study highlights the importance of targeting younger audiences, particularly Gen Z viewers, who are more likely to engage with CTV content.
Furthermore, the study contributes to a growing body of research on Connected TV’s utility in digital marketing strategies, particularly in markets with expanding smart TV adoption. As CTV continues to evolve as a full-funnel marketing channel, it is essential for advertisers to stay informed about the latest research and trends in the industry.
In conclusion, the Beyond Awareness study offers a comprehensive understanding of CTV’s role in digital marketing strategies, particularly in markets with expanding smart TV adoption.
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