Tag Archive for: guaranteed outcomes

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. 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.Screen Shot at PM
    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.LG Ads Quote geoff
    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.LGAds FAST channels

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.LG Ads Quote cara

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.

Brands can now pay only for media that hits campaign goals

When you advertise on TV, more often than not, you pay for spots upfront, hope your ads are placed in front of the right audiences, and that these audiences go on to take a desired action. However, what if, similar to digital, you only had to pay for campaigns that actually met your goals?

Traditionally, there have been two main ways to buy TV ads — buying upfront to secure the most sought-after TV spots at fixed rates or buying in the scatter market on an ad-hoc basis. What both these methods have in common is that you pay in full for your TV buy and hope your campaign delivers ROAS.

Our Guaranteed Outcomes Program resolves this very issue, by ensuring that you only pay for actual ad metrics hit and results achieved. Let’s take a deeper dive into how the CTV industry evolved and why the need for pay-per-performance arose.

CTV Turned TV into a Digital Advertising Medium

As technology has evolved and CTV has gained more share of the TV budget, advertisers can buy ads directly from a smart TV OEM instead of the content provider (app or network). ACR (automatic content recognition) technology available on smart TVs like LG has allowed advertisers to target audiences more accurately and tie ad campaigns to tangible outcomes. You can set a campaign goal and conveniently measure if that goal was met – be it clicks, store/website visits, tune-in or app installs. By understanding how the viewer has responded to your advertisement and what action they have taken thereafter, you can directly measure ROAS in terms of actual dollar value.

With this advancement, TV advertising has become every bit as digital as online advertising, with the same trackability and granular targeting capabilities.

Connecting the Dots Between Spend and Performance

When it comes to digital advertising, each campaign has clear-cut results and corresponding payment options. Looking to drive clicks? Pay-per-click. Trying to get viewers to visit your website? Pay-per-conversion. CTV is right there with digital on the clear-cut results, yet for the most part, those results are not guaranteed in the same way.

In response to this, we decided to bring digital pay-per-performance to CTV with our Guaranteed Outcomes Program.

LG Ad Solutions Guaranteed Outcomes Program

The Guaranteed Outcomes Program ensures that brands running their CTV video and native ads on LG smart TVs pay only when a specific campaign goal is met. These campaign goals include reach and frequency extension, demographic targeting, 100% video completion rates (VCR), and custom conversions (currently, conversion goals only include app installs, but we are expanding into more types of conversion metrics in the coming months). You don’t have to take our word for it – results will be verified by independent third-party measurement partners.

You can opt for the guaranteed outcomes program either programmatically or as a managed service. These ads can be placed across exclusive LG Native, CTV video on LG Channels and the LG content partner network. How you want to go about it is totally up to you. Pick your campaign goal, view the actual outcome, and pay only for the results that hit your campaign metrics.

To get the most out of your media budget and buy with guaranteed outcomes, reach out to our team members on our contact page or email us at info@lgads.tv.

For the full story, check out our media coverage in Adweek and MediaPost.