Proving the commercial value of Connected TV advertising formats
Proving the commercial value of Connected TV advertising formats
Services:
CHALLENGE
Samsung Ads holds the largest Connected TV (CTV) installed base in the UK and Germany, but its commercial teams lacked standardised effectiveness metrics for its ad formats. What’s more, as a newer format, CTV lacks decades of validation that traditional TV broadcast enjoys, leaving budgets locked in traditional broadcast plans.
MTM was commissioned to build a methodological framework to cleanly evaluate and compare distinct ad formats, giving media planners conclusive proof of how each specific CTV format drives full-funnel value.
APPROACH
In a European first, MTM developed a multimarket study across eight live campaigns in the UK and Germany. The 12-week study tracked real viewing behaviour using Samsung’s native Automatic Content Recognition (ACR) technology, using a privacy-safe data clean room to isolate exposed and unexposed audiences without cross-contamination of personal data. This let MTM compare the effectiveness of ad formats (recognition, awareness, consideration, purchase intent and word of mouth) while remaining privacy compliant.
IMPACT
Verified exposure to Samsung Ads delivered a +12% uplift in brand awareness, +24% in consideration and +19% in purchase intent, proving streaming can match broadcast’s branding power. The research has already helped win 15 first-time advertisers and shaped a major ad brief for Q3 and Q4 2026.
Utilising MTM Home Screen conversion and effectiveness data, we have proven the worth of the Home Screen as a high-impact format and a go-to format in a fragmented CTV ecosystem, resulting in 15 first time advertisers across my patch. ”
Louise Smallbone
Agency Sales Specialist, Samsung Ad
In focus at mtm
