Samsung Ads and Kantar Study Highlights the Growing Role of Connected TVs in Driving Purchase Intent
Gurugram, July 2025.Samsung Ads, in collaboration with Kantar, released a groundbreaking white paper titled Beyond Awareness, which aims to establish the role of Connected TV (CTV) advertising ecosystem in driving critical brand KPIs. This study is among the first from an OEM Connected TV player to deliver robust, data-driven insights into mid-to-lower funnel metrics, offering advertisers clear evidence of how Connected TV drives brand favourability and purchase intent.The study analyzed over 100 brand lift studies conducted by Kantar for campaigns on Samsung Smart TVs across various industries and demographics. With independent validation from Kantar, the research brings unprecedented clarity and confidence to advertisers investing in Connected TV. Campaigns were assessed using br...
