Samsung TV’s new research report, “Change The Way You CTV,” shows what many of us already knew: we’ve been doing CTV advertising all wrong.
With an astonishing 52% of consumers actively disliking CTV ads or finding them disruptive, it turns out that performance has little to do with legacy TV buying practices – broad sociodemographic targeting and reach.
What really matters is when and why people are watching.
In other words, ads that connect with how people feel in the viewing moment are likely to perform best.
That’s why Next Episode built the Entertainment Insights Graph™ (EIG™).
EIG™ uses multiple data sources to map the emotional and contextual triggers that drive CTV ad engagement.
So, instead of targeting “Women, 35–54,” you can now reach audiences based on their motivations—whether they’re seeking inspiration, discovery, pure escapism, or something else.
What Samsung’s research shows is that the future of CTV isn’t just about screens, streams, and programmatic buys.
It’s about creating exceptional, human-centred ad experiences.
Ready to change the way you CTV?