Samsung Ads and Kantar Reveal Why Connected TV Might Be Your Brand’s Most Powerful Sales Tool Yet

Connected TV is no longer just a screen for streaming your favorite shows. According to a new white paper released by Samsung Ads in partnership with Kantar, it is quickly becoming one of the most effective tools in the marketer’s toolkit for driving real purchase decisions. The study, titled Beyond Awareness, digs deep into over 100 brand lift campaigns conducted on Samsung Smart TVs and reveals how Connected TV ads are performing far beyond expectations.

The research spans a wide range of industries including tech, automotive, consumer goods, fashion, and home appliances. It covers diverse demographics from Gen Z to adults aged 35 and above. And the verdict is clear. Connected TV is not just raising awareness. It is actively shaping how consumers think about brands and whether they plan to buy.

The numbers speak volumes. Among Gen Z viewers, Samsung Smart TV campaigns resulted in an 8.5 percent lift in purchase intent. Brand favourability also saw a 9.1 percent jump in the same age group. Overall, across all demographics, there was a 7.9 percent increase in brand consideration. This suggests that Connected TV has a direct role in influencing not just what people know, but what they are willing to buy.

One of the most revealing aspects of the study is the role of frequency. Campaigns that managed to achieve four or more exposures had nearly double the impact on key brand metrics compared to those with fewer impressions. This reinforces the idea that smart targeting and consistent delivery are critical to turning awareness into action.

Bhavna Saincher, head of insights and client solutions at Samsung Ads India, noted that the findings are a strong indication of Connected TV’s shift from being a top-of-funnel awareness medium to a full-funnel channel. She highlighted that Gen Z viewers in particular are showing high engagement, pointing to new possibilities for brands that want to influence younger, digitally-native audiences.

Ebu Isaac, vice president of the insights division at Kantar, echoed this sentiment. He said Connected TV’s evolution into a performance-driven platform is supported by quantifiable results. With its ability to blend precision targeting and measurable outcomes, it is becoming an essential part of any forward-thinking media strategy.

As smart TV adoption grows in markets like India, these findings are especially relevant. Marketers are increasingly looking for channels that not only tell stories but also deliver results. Connected TV seems to be doing both, and doing it well.

This research adds to the growing belief that the living room screen is not just where entertainment lives. It is also where buying decisions are made. And with platforms like Samsung Ads offering the ability to measure impact in real time, the line between media and commerce continues to blur in exciting new ways.

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