IAB NewFronts: Solving the TV Marketer’s Catch-22 in ’22

We had our first-ever NewFronts presentation titled ‘Moving Beyond Linear: Solving the TV Marketer’s Catch-22 in ’22’ at the 2022 IAB NewFronts. Our presentation explains how LG Ad Solutions can help marketers and media buyers get the most out of their CTV budget and addresses common concerns in the CTV ad marketplace.

First Things First, What is the Catch-22 Faced by Marketers?

When brands advertise on linear TV only, they tend to miss a chunk of light linear TV viewers and cord cutters. As a result, heavy linear TV audiences are inundated with the same ads, at a financial loss to the brand. How can brands find the missing light linear TV viewers or streaming-only audiences and gain incremental reach over linear TV while controlling frequency? This is the catch-22 that LG Ad Solutions can help marketers escape through our end-to-end CTV activation and measurement solution.

Some of the biggest challenges TV marketers face today include truly understanding multi-faceted audiences, managing frequency and reach across campaigns, reaching target audiences at scale and concerns about privacy compliance. Here’s how LG Ad Solutions helps you overcome these challenges:

1. 1. Glass-level viewership data combined with exclusive, premium LG smart TV ad inventory: Through our proprietary ACR data, we understand what viewers are watching every time they turn on the TV. This ACR data coupled with our Machine Learning/ Video AI capabilities, allows us to determine consumer patterns on a household level and deliver ads to only those granular audiences that meet a brands’ ad criteria. Our ACR data becomes exponentially more powerful when combined with third-party data sources. Demographic, location, first-party CRM, shopping, and other behavioral data can be overlaid onto our ACR data to provide a fuller consumer picture. This optimizes campaign performance for a higher ROI.
   2. Extend reach and control frequency across linear, streaming and digital platforms with 100% Guaranteed Outcomes: Managing frequency and reach across linear no longer has to be a catch-22. LG Ad Solutions ACR data can help brands reach specific audiences beyond their linear TV and digital campaigns. Using our ​​household device graph, we can tag every other digital device in the household with a device ID. Those devices then become addressable and can be served sequential video and display ads, inside and outside the house. This makes for a truly integrated advertising approach. Additionally, our access to on-the-glass data ensures that you reach unreached viewers an optimum number of times, irrespective of platform. The best part? You only pay for specific Guaranteed Outcomes.
   3. Premium content available through LG channels provides new opportunities to reach global audiences at scale: Free Ad-Supported Streaming TV Services or FASTs are quickly becoming a consumer favorite because of their linear-like appearance and refreshing cost of exactly $0 dollars. LG TVs offer more FAST channels than any other smart TV makers. Through our proprietary LG Channels offering, we provide LG TV owners exclusive, on-demand and live TV content.The proof is in the pudding. In a national sample of smart TV owners, 80% of audiences are aware of FAST channels, while more than half state that they rely on FASTs. A large proportion of the sample also feel that the ad breaks are shorter and more relevant to them as compared to ads on cable or satellite TV.

Note: Graphs Based on research conducted with the national sample of smart TV owners

1. Privacy Compliance and Consumer Consent: LG Ad Solutions is extremely cognizant about privacy concerns and is transparent in its approach to gathering data. An opt-in mechanism ensures that data is only collected when viewers confirm they wish to be included in the LG Ad Solutions data pool. This anonymized data can be used for granular audience targeting.

In 2022, LG Ad Solutions is committed to helping marketers overcome these challenges in the CTV marketplace. With our focus on creating a more open TV ecosystem to improve campaign measurement and our transparent privacy terms, we hope to help TV advertisers better understand their audiences and create an ad experience that is beneficial to both consumer and brand.

To learn more about how you can partner with us to go beyond linear and gain incremental reach, while optimizing for frequency, watch our full NewFronts video below and contact us here.