Samsung Ads and Kantar study finds CTV lifts brand consideration by 10.1 per cent

MUMBAI: Connected TV (CTV) is making itself seen and, increasingly, considered. A Samsung Ads and Kantar study has found that CTV advertising delivered a 10.1 per cent lift in brand consideration and an 8.6 per cent increase in awareness across an analysis of more than 100 brand-lift studies, suggesting that the big screen can influence decisions well beyond the first impression.

The 2026 findings examine CTV’s impact across banking, financial services and insurance (BFSI), travel and hospitality, consumer packaged goods (CPG), and retail. Rather than offering a one-size-fits-all verdict, the results show how the medium’s contribution varies with audience behaviour, campaign frequency and the point at which consumers encounter an advertisement.

In banking, financial services and insurance, repeated exposure was associated with stronger brand metrics. Audiences who saw advertisements eight or more times recorded a 26 per cent lift in ad awareness and a 24 per cent increase in brand favourability.

The gains were lower among viewers exposed one to three times, at 8 per cent for ad awareness and 7 per cent for brand favourability. Those who saw advertisements four to seven times recorded lifts of 16 per cent and 15 per cent, respectively.

The pattern points to the potential value of sustained exposure in categories where consumers tend to weigh their options before making a decision. For insurers and other financial services brands, the challenge is not simply to get noticed, but to remain in the running when customers are ready to choose.

In travel and hospitality, timing may matter as much as visibility. The study found a 17 per cent lift in ad awareness among viewers aged 18–34 and a 15 per cent increase in brand favourability among female viewers.

With travel planning potentially beginning six to eight weeks before a booking, the findings highlight an opportunity for advertisers to reach audiences while they are still researching destinations and comparing options, rather than waiting until they are ready to pay.

For brands competing for holidaymakers’ attention, that means getting on the screen well before the booking confirmation appears.

The study also found gains further along the consumer journey. For CPG brands, CTV campaigns delivered a 16 per cent lift in ad awareness and a 13 per cent increase in purchase intent.

The report points to sustained CTV presence as a way for brands to keep different products visible to the same audience, particularly around seasonal consumption and shopping occasions. In a crowded category where competing products often vie for attention on the same shelf, staying familiar could help keep a brand in consideration.

Retail results offered another indication of CTV’s potential beyond awareness. A campaign for a prominent new-age jewellery brand combined Samsung TV Home Screen placements with in-stream video advertising on free ad-supported streaming television (FAST) to reach digital-native audiences across the purchase journey.

The campaign recorded a 13 per cent lift in brand favourability and a 14 per cent increase in purchase intent. According to the report, the combination of Home Screen visibility and video placements helped build aspiration and sustain relevance, particularly among affluent audiences in Tier 2 markets.

The findings arrive as advertisers look for evidence that CTV can do more than deliver reach and awareness in a media landscape increasingly shaped by streaming consumption. Brand-lift studies seek to measure changes in indicators such as ad recall, brand favourability, consideration and purchase intent following advertising exposure.

Samsung Ads and Kantar introduced Beyond Awareness in 2025 to examine CTV’s contribution beyond top-of-funnel awareness. The 2026 findings extend that focus, with results across four sectors highlighting the roles of exposure frequency, audience characteristics and campaign timing.

The numbers offer advertisers a way to assess CTV’s contribution at different stages of the consumer decision-making process. However, the reported lifts are brand-related indicators from the studies analysed, rather than a guarantee that every campaign will deliver the same results.

For advertisers, the takeaway is that CTV’s role may extend beyond being the biggest screen in the room. Used with the right frequency and timing, it could help brands move from being seen to being considered and, potentially, being chosen.