Change the way you CTV: A new era of TV advertising
Published on 14th March 2025The “Change The Way You CTV” report by Samsung Ads, in collaboration with ISBA and LongTerm CoLab, explores the fast-evolving landscape of Connected TV (CTV) advertising. The study aims to bridge the gap between audience behaviour and traditional TV advertising approaches.
By integrating consumer insights with industry perspectives, the research provides a framework for improving ad acceptance and engagement. The study emphasises the importance of considering how and why consumers engage with TV content rather than simply measuring reach and frequency.
The findings are heavily aligned with UM’s Full Colour Media way of working, as we move away from traditional black-and-white advertising models and seek a world in full colour by advocating for a consumer-first approach.
The study, based on 1,600 consumer TV Moments and 42 industry interviews, reveals that ad acceptance depends on context, engagement, and motivation rather than just demographics.
48% of viewers tolerate ads, while 52% find them disruptive, highlighting the importance of ad placement timing. Younger viewers (Gen Z) and men are generally more ad-tolerant, while women’s acceptance declines during highly engaging content.
The report introduces the “TV Moments” framework, categorising viewing experiences (e.g., Evening Escape, Family Time, Sports Evenings) to help advertisers tailor their approach.
“TV Moments” can help re-focus the CTV conversation on the consumer by creating a new way of looking at TV consumption.
The traditional “big TV Moment” might have higher engagement but lower ad tolerance for your audience, while “News Catching” may yield lower engagement and higher ad acceptance.
Shared viewing also plays a key factor and increases ad acceptance and engagement, reinforcing TV’s social nature.
“A shared 'TV Moment' is more likely to mean the audience is accepting of ads. While engagement with the content is no different, someone experiencing a shared viewing 'TV Moment' is more likely to talk and share their views on social media.”
To a consumer, TV is just TV, but we need to move beyond traditional reach-based strategies, and instead shift towards leveraging mood and motivation for targeting, and optimising for shared viewing experiences.
Samsung Ads urges the industry to adapt planning and buying strategies based on consumer behaviour insights, ensuring CTV advertising remains relevant and effective in an increasingly fragmented media landscape.
Download the full report here.
