Connected TVs boost purchase intent, especially among Gen Z: Research
Samsung Ads
and Kantar, titled "Beyond Awareness," indicates that advertising on
Connected TVs
(CTVs) is effective in driving consumer
purchase intent
and
brand favorability
. The research, which analysed over 100 brand lift studies from campaigns on Samsung Smart TVs, shows CTV's role in influencing various stages of the consumer journey.
The study found that
CTV campaigns
led to a 7.9 per cent uplift in
consumer consideration
. Notably, Gen Z (18 to 24 years old) showed a significant response, with an 8.5 per cent increase in purchase behavior and a 9.1 per cent rise in brand favorability after exposure to CTV ads. This highlights Gen Z as a responsive audience segment for CTV advertising.
"The study reinforces the growing importance of Connected TVs as a key touchpoint for driving awareness and consideration," said Bhavna Saincher, head, insights and client solutions, Samsung Ads India. "The high engagement from Gen Z signals a major opportunity for brands targeting this digitally-native audience."
Key findings from the study:
Purchase intent uplift:
Connected TV campaigns on Samsung Smart TVs deliver an overall 7.9 per cent uplift in consumer consideration, with Gen Z audiences showing up to an 8.5 per cent increase in purchase behavior.
Impact of frequency:
Campaigns that reach audiences four or more times can see a doubled impact across key performance indicators (KPIs), indicating the importance of optimal ad frequency.
Broad industry effectiveness:
CTV advertising shows substantial uplifts across various sectors, including consumer products, technology, automotive, apparel, and home solutions. It proves effective for both Gen Z and more than 35 age groups.
Ebu Isaac, vice president, insights division, Kantar, noted, "As Connected TV becomes a full-funnel marketing channel, this study provides evidence of its value, especially in driving favorability and purchase intent among younger audiences. CTV offers a platform that combines precision, scaleand measurable impact."
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