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The findings come as advertisers assess CTV's role within a media mix increasingly shaped by streaming consumption and the need to demonstrate measurable business impact. Unlike awareness-only assessments, brand-lift studies examine whether advertising exposure is associated with changes in indicators such as recall, favourability, consideration and purchase intent.
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Storyboard•13-10-2026, 17:48
Connected TV Drives 10.1% Lift in Brand Consideration
  • •A study by Samsung Ads and Kantar reveals that Connected TV advertising delivers a 10.1% lift in brand consideration and an 8.6% increase in brand awareness.
  • •In the BFSI sector, audiences exposed to ads eight or more times saw a 26% lift in ad awareness and a 24% lift in brand favourability.
  • •Travel and hospitality campaigns achieved a 17% lift in ad awareness among viewers aged 18 to 34 by targeting the research and planning stages.
  • •CPG brands recorded a 16% lift in ad awareness and a 13% lift in purchase intent through sustained CTV presence.
  • •Retail campaigns combining Samsung TV Home Screen placements and FAST video ads achieved a 13% lift in brand favourability and a 14% lift in purchase intent.
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Key Questions Answered

A study by Samsung Ads and Kantar reported a 10.1% lift in brand consideration and an 8.6% increase in awareness across its analysis of more than 100 brand-lift studies.

In the BFSI category, audiences exposed to ads eight or more times recorded a 26% lift in ad awareness and a 24% lift in brand favourability, compared to smaller lifts for lower exposure frequencies.

Retail campaigns combining Samsung TV Home Screen placements with in-stream video advertising on free ad-supported streaming television recorded a 13% lift in brand favourability and a 14% lift in purchase intent.

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