Success Story

Client

Quality Attention Across CTV and Web Generates Brand Awareness for Samsung

+68%

Attention (APM) vs. benchmark

+27%

Message association (for "Personal AI Companion")

+30%

Brand favorability (Outfit Check creative)

+18%

Purchase intent (captioned inRead assets)

Industry

Tech

Business Type

Advertisers, Large Business

Outcomes

Awareness, Favorability, Purchase Intent

Region

EMEA

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The Challenge

In the competitive mobile market, Samsung sought to maintain launch momentum and maximize awareness for the Galaxy Z Fold7 and Z Flip7. The campaign focused on the two foldable smartphones as everyday AI companions by highlighting the intuitive benefits of Google Gemini. Samsung and Teads aimed to directly map the correlation between on-device attention and tangible brand lift.

The Solution

Samsung deployed an omnichannel media strategy across Teads’ premium CTV and web environments. The brand captured the attention of lean-back audiences on CTV HomeScreen and via 30-second CTV InStream placements for deeper storytelling on the big screen. In parallel, Samsung leveraged Teads’ inRead placement on the open web, using 15-second video creative optimized with and without captions.

To quantify attention and outcomes, Teads and Lumen conducted a study using mobile eye-tracking to capture on-device attentive seconds, alongside a cross-device brand lift study to measure shifts in key metrics.

Preview on mobile

The Results

For most brand KPIs, the best outcomes were achieved at an attentive view time of 2-3+ seconds. Crucially, attention needs context to drive impact. Adding text captions provided faster message recognition and up to 36% higher uplifts across brand metrics.

In Our Clients' Words

"Teads' attention-driven placements successfully cut through the noise to firmly establish our Galaxy AI narrative. By optimizing our web and CTV assets with captions, we turned silent dwell time into rapid message recognition and a substantial lift in commercial intent."

Carmen Rackl

Senior Marketing Manager, Samsung