Samsung Ads and research firm Kantar released a report called Beyond Awareness that explores how Connected TV (CTV) ads affect how people feel about brands and whether they want to buy from them. It looks at how ads shown on Samsung Smart TVs impact real actions by consumers, not just how many people saw them.
The study reviewed over 100 ad campaigns across different industries and age groups. It focused on results like brand favourability, whether people remembered the ad message and if they were more likely to buy the product. Kantar independently verified the findings, making the data more reliable for advertisers.
One key insight is that people aged 18 to 24 responded the most to these ads. They showed a 9.1% increase in liking brands and an 8.5% increase in wanting to buy something after seeing an ad. The research also found that showing the same ad four or more times made a bigger impact.
CTV ads worked well across many sectors like tech, clothing, and cars. They influenced not just young viewers but also older ones, showing that CTV is useful for reaching different types of people and improving brand results.
Leave a comment