Connected TV is no longer an “emerging” platform – it has arrived as a real, mainstream channel where consumers are increasingly consuming content.
But, as viewers watch programming across multiple devices, marketers must develop cohesive cross-platform advertising strategies to maximize engagement and reach.
“Consumers aren’t just watching content on their connected television. They’re watching it on across many platforms, across different devices,” said Kelly McMahon, SVP of Global Operations at LG Ad Solutions, in this video interview with Beet.TV.
Eliminating friction in the LG ecosystem
LG Ad Solutions, which is integrated into the webOS operating system, aims to seamlessly plan, execute and measure media buys across the LG device ecosystem. The goal is to eliminate friction for clients, whether they are buying through managed service or programmatically.
“When we are working on data strategies, we’re helping clients execute whether it’s onboarding their first-party data or leveraging a combination of our of their first-party data and our first-party ACR data,” McMahon said.
For measurement, LG Ad Solutions offers its own first-party measurement capabilities for metrics like app installs or tune-ins. It also works with marketers’ preferred third-party measurement vendors.
Local advertisers embrace CTV
As CTV achieves greater scale and reach, even local small business advertisers are developing CTV strategies. They are no longer limited to social platforms or local linear TV to reach their target audiences.
“Gone are the days where these small businesses only have limited options to reach their audience, whether that’s social platforms or local linear,” said McMahon. “They now have CTV as an option, a very strong option to reach their consumers.“
She said better tools are now on offer: “If you look at customizing creative, there’s AI-based tools to help deliver that localized message to their target audience.”
More interactivity and programmatic ahead
Looking ahead, McMahon sees more interactivity coming to CTV ads. In 2024, LG Ad Solutions launched 3D ad units on its home screen that looked like objects were popping out of the TV. These garnered strong performance and will be an area of expansion in 2025.
Additionally, more CTV inventory will be transacted programmatically, whether through private marketplaces, programmatic guaranteed deals, or via demand-side platforms.
“We just want to ensure that we’re there to offer our clients a measurable, engaging, and targetable solution to optimize to their outcomes,” McMahon said.
You’re watching “Bringing Simplicity to TV Advertising, a Beet.TV Leadership Series at CES 2025 presented by FreeWheel” For more videos from this series, please visit this page.
