Tag Archive for: TV Advertising

From the Experts: 3 Key Ways to Connect with Asian American TV Audiences

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The estimated number of people who identify as Asian in the United States in 2020 was a whopping 24M, accounting for over 7% of the total US population (Census, 2020). The fastest-growing ethnic group in the US, this segment’s annual purchasing power is well over $1 trillion. Connecting with this community should be a priority for brands and there are multiple channels through which brands can reach this audience. A common link between the various nuanced Asian American audience groups is an affinity for TV and video content. According to Kantar, Asian Americans spend an average of 27+ hours per week watching TV and video content, with a significantly higher portion of this time spent viewing streaming content. (Nielsen)

Last month, we held a webinar centered around authentically representing and connecting with AAPI TV audiences. Featuring leaders of top content platforms that specifically focus on AAPI audiences, this webinar hits on all the crucial ways to engage with this ethnically and racially diverse group. Our panel included Dan Sakaya, President and COO at Crossings TV; Joon Seok Lee, Co-Founder & VP of Advertising at ODK Media. Inc; Jaewon Chung, Head of Global Partnerships at KOCOWA, and our Director of Sales, Allison Lo.

If there are three key messages any brand looking to connect with this audience must remember, they are:

  1. TV Time = Family Time: According to Pew Research, about a quarter of Asian Americans live in multi-generational households. With parents, grandparents and children living under the same roof, language plays a huge role in connecting with these audiences and also helping them connect with each other. Younger generations may watch content in a specific Asian language and English. However, older generations may prefer to watch only in their traditional language. Watching TV together is a way to spend time as a family, and it is important that the content be understood by all generations, in the language they prefer to view content. Additionally, parents may also prefer in-language content for their children to help them engage with their culture at a deeper level. For Asian Audiences, there is a deep emotional connection that arises from seeing people who look like them on the screen and hearing them converse in the same language they speak at home.LG Ads Quote Jaewon Chung
  2. There is no one platform: There is no singular platform that caters to all AAPI audiences. AAPI audiences are one of the most diverse sects of US society, with community members having roots in India, Japan, Vietnam, Korea, China and other Asian countries. They cannot be put into a single bucket. Marketers have to be specific in their strategies to reach these audiences without falling into the trap of tokenism. Research into this segment’s nuanced culture and heritage is required for every campaign. While this may seem overwhelming, there are expert platforms and agencies that can help brands connect with AAPI audiences in meaningful ways. Moreover, having members from within the AAPI community in leadership positions is crucial for developing creative and messaging that resonates with this group.LG Ads Quote Dan Sakaya
  3. Streaming Content For The Win: According to Horowitz Research, 8 in 10 (78%) Asian TV content viewers are streamers, compared to 65% of TV content viewers overall. Among those who watch content in Asian languages, 59% frequently access Asian-language content via streaming. With smart TV OEMs like LG, marketers don’t have to guess which channels and platforms AAPI audiences are viewing, but can use ACR data to understand who these audiences are, what they watch, and develop strategies to target them. Brands can overlay this data with niche insights about the AAPI audience to position themselves to reflect this group’s unique values and beliefs, while authentically representing their culture.LG Ads Quote Joon Seok Lee

Today, even mainstream streaming providers have Asian-language content on their platforms. This programming attracts not only Asian American audiences but also the general market , showing the true cross-cultural appeal of the content. However, it is not enough to simply place ads within these Asian-language shows and movies. To successfully market to and engage with the AAPI audience, brands must create specific content and advertising campaigns that connect with these audiences on a deeper, emotional level. To learn more about how you can better reach and speak to this audience, watch our full webinar or contact us at info@lgads.tv.

Watch the full webinar on-demand:


Linear and Streaming TV: Arch Enemies or Dynamic Duo?

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“The reports of my death have been greatly exaggerated” – Linear TV

In the same vein as the famous Mark Twain quote, while it is agreed upon that linear TV’s share of audience has reduced over the last few years, it is a bit too premature for an autopsy. Streaming and linear TV co-exist side by side – in fact over 40% of streaming households – using 30 million LG smart TVs as a proxy –  use a combination of linear and streaming TV. The trick is understanding how much of each type people are watching, and balancing ads accordingly. The most effective TV strategies will strike the right balance between both forms of television advertising.

Arch Enemies or Dynamic Duo?

While some brands remain hesitant to move into CTV advertising, more innovative marketers have embraced the new world of streaming with open arms. They understand the power of TV audience data for precise targeting and granular measurement, and are not looking back. While linear TV provides mass scale and national reach, CTV provides targeted incremental reach and enhanced frequency optimization as an extension of linear TV buys. With CTV, brands can target the right audience, at the right time, with relevant creative or messaging and pinpoint viewers not already exposed to their linear TV campaigns.

Across LG smart TV households, audiences engage with both streaming services and cable TV services, underlining the importance of advertising campaigns having a multi-touch approach.

LGAds Linear streaming

A recent campaign from an insurance brand running an audience data-driven campaign on LG smart TVs further demonstrates the inefficiency of linear TV on its own. Looking at the frequency across light, medium and heavy TV viewers, the campaign only reached less than half of light linear TV viewers, with a frequency of less than once per week. Conversely, heavy linear TV viewers were shown the ad about nine times on average per week. The amount of time spent on linear TV is not uniformly distributed, resulting in the insurance brand missing out on large swaths of its audience while some of their viewers were bombarded with the same ad multiple times.

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CTV fills in these gaps by connecting with light linear TV viewers on a variety of streaming platforms, where they spend more time. Similarly, marketers can use CTV targeting techniques to suppress heavy linear TV viewers to avoid oversaturating them with ads.

How does CTV complement Linear TV?

There are three main ways CTV can enhance linear TV advertising:

  1. Understand Your Ad Exposures: ACR, or Automated Content Recognition data on smart TVs gives brands glass-level insights into what audiences are watching. Brands can get detailed information on which viewers saw their ad on linear TV, and more importantly, which viewers did not.
  2. Applying the ACR Data: The linear TV viewership data can be leveraged to retarget (on streaming TV and other connected devices) those who saw the ad on linear TV or target only those who were not exposed to the ad on linear TV. This data can also be used to control frequency and ensure that viewers see the brands’ ads a specified number of times, regardless of where they might see it.
  3. Reach Those Who Prefer Ad-Free Environments: Some people might only watch subscription based streaming TV without any ads. In that case, brands can rely on native ad units – those that appear on the home screen of major OEM streaming platforms such as LG’s webOS, to reach audiences from the moment they switch on the TV, before they enter their preferred ad-free environment. While this “last-touch” technique has been popular with media companies and streaming service providers for years, general market brands, too, now draw in audiences with these interactive, highly visible ad units.

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The Future is Streaming, and TV Networks Are Way Ahead

TV networks, movie studios, and content aggregators have long been part of the gold rush to streaming environments, which has recently hit a frantic pace with the introduction of services like Redbox, Discovery+ and ClixTV in the past year alone. Networks are clear on the power of bundling linear and streaming TV to make it easier for brands to take advantage of the multi-format ad ecosystem. For instance, ViacomCBS (recently rebranded to Paramount Global) has moved into the streaming business with its sister services, including Paramount+, Showtime and Pluto TV. However, Paramount Global is still very much in the cable business, with cable television networks including MTV, Nickelodeon, BET and Comedy Central. Forward-thinking brands understand that linear and CTV are still today, and for the foreseeable future, two parts of a whole.

Interested in partnering with us to build on your linear TV campaign, bridge the audience gap between linear and CTV and gain incremental reach? Contact us at info@lgads.tv or send us a message on our contact page.

Scan To Buy: QR Codes Are Revolutionizing The Advertising Industry

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When you see a QR code atop a table at a restaurant, on a flier you receive in the mail, or floating across a TV screen , your first instinct is to pull out your smartphone and scan it. This almost involuntary action has become a routine part of everyday life. The numbers say it all — 83.4 million US smartphone users will scan a QR code in 2022, a 10% rise from 2021, and more than 50% from 2019, according to Insider Intelligence. This number is only projected to grow in the next few years.

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Quick Recap of The Rise Of QR Codes

The increased adoption of QR codes is in large part due to the pandemic. With ‘contactless’ being the catchphrase of 2020, QR codes helped limit physical interactions that could result in the spread of the Covid-19 virus. Advancements in technology also fuelled the growth of QR codes in almost every industry. Easy and free ways to build a QR code linking to your product or website meant that more brands and businesses could avail this technology. The consumer experience became much easier with the ability to simply use a smartphone camera to scan.

Brands and advertisers quickly realized how this shift in human behavior could propel their business — through QR codes available on TV screens, billboards, public transportation and even in stores. Shoppable ads are the next big thing, with interactive formats allowing brands to showcase products on screens that link to their website directly. The codes can provide scanners with different types of information, from product materials and manufacturing processes to marketing promotions, app downloads and more. On TV screens, QR codes allow viewers to scan and buy products, take advantage of discounts and deals, or download new games/apps directly on their smartphones.

What Are Static VS Dynamic QR Codes?

A static QR code is a fixed, uneditable snippet of code that links to a specific website or page. It cannot be tracked and can be scanned many times. These are useful for situations when you don’t need to change the link, such as for restaurant menus or one-time marketing purposes.

With a dynamic QR code, you can edit the content whenever necessary without having to change or redeploy the code. Here’s a quick example of how it works at LG Ad Solutions — Brands can send us their TV assets and our team will turn them into multiple dynamic template ad variations. Variations are tagged according to data signals, including weather, location, event, time of day, audience preferences, device, etc. Based on these signals, the creative and QR code is updated in real-time to provide the most relevant information to the viewer. It’s a hot August day in New York City? A retail store can target viewers within 3 miles of the store with ads for ice cream!

Measurable Outcomes = Big Wins

QR codes provide a privacy-complaint way of measuring the effectiveness of a campaign. Information on the number of scans, number of bottom-funnel decisions made by consumers as a result of the scan, location data, and time of scan can all be measured using QR codes.

QR codes also provide first-party data on customer behavior, including website visits, coupon codes used, purchases made, and other conversion metrics. Brands can use this data to better understand consumer behavior and optimize for the promotions, creatives, or messaging that performed best.

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Interested in learning more about how we can help you take advantage of QR codes to engage with your viewers? Contact us at info@lgads.tv or scan below to send us a message:

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From The Experts: 3 Tips To Reach And Connect With Women Audiences

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Often when brands are thinking about their advertising strategy, they make ad buys based on general market audience profiles, without stopping to consider the nuanced, specific segment of women. Yet, women control over $10 trillion in consumer spending in the US. Additionally, according to Traqline, women account for a considerable percentage of traditionally male product purchases — 45% of auto tires and batteries, 50% of consumer electronics and 55% of small appliances. With women being at the forefront of many purchase decisions, brands should dedicate a portion of their budget to advertising to this audience group in a manner that reflects their values and beliefs.

In celebration of #WomensHistoryMonth, we brought together a panel of female powerhouses to discuss how brands can better reach and engage with the highly receptive women audience segment. Our expert panel included Tiffany Pegues, Group Leader, Consumer Advocacy and Insights at Church & Dwight Co. Inc.; Katie Klein, Chief Investment Officer at PHD Media; Amy Sheridan, Senior Director, Global Integrated Media at Nike; and our moderators — Katherine Yager, VP of General Market Sales and Monica Longoria, Head of Product Marketing at LG Ad Solutions.

When it comes to reaching women audiences and connecting with them on a deeper level, here are three tips to keep in mind:

  1. Don’t Think Pink: Women are multilayered, multifaceted and dynamic individuals. Brands must truly understand a woman’s nuanced personality, tailoring their messaging and creative to represent her accurately. Advertising based on gender stereotypes will not only make a woman feel unseen, but likely prevent her from buying from the brand. As women grow and navigate different life stages, they prioritize different things. A single, working woman will have different priorities compared to a married woman or a mother. Brands must be deliberate in the way they speak to women so as to resonate with them in a way that earns their loyalty.                                                                                                                                                             LG Ads Quote Katie Klein v                                                                                                                                                           vvv 
  2. Content Is Queen!: The importance of following your audience and meeting them where they are cannot be stressed enough. Attention and consumption habits are fragmented, making multi-media marketing a necessity. Video on TV and cross-screen devices, if integrated into content in the right way, can strike a chord with target audiences. Short-form and long-form content both have their own place in media, but lines are starting to blur in terms of where this content can be found. For instance, LG TVs now have the TikTok app available, meaning that short-form content can be viewed on the largest screen in the house and is not restricted to mobile or tablet.                                                                                                                                                                            LG Ads Quote x tiff                      vvv 
  3. Not Out With The Old, But In With The New: Millennials are an important target for brands. But the up-and-coming Gen Z and Gen Alpha cannot be left unconsidered. Gen Z especially looks up to and resonates with brands that take a stand on social issues and have opinions on topics that matter. These generations are also not monolithic and consist of cohorts of diverse thoughts and backgrounds that marketers must embrace. To resonate with these audiences, brands must first consider what aspect of Gen Z audiences they want to tap into and then decide the media mix that will have the most impact.LG Ads Quote amy v

A common thread amongst all the expert opinions in our webinar was for there to be women representation both on camera and behind the scenes. For brands to design campaigns that target women, it is imperative to have women at the helm of decisions who can accurately portray women, their needs and values. Investment in diverse talent is critical not only to amplify the voices of women in general, but women from different backgrounds, cultures and belief systems to help truly make a difference.

To view the full webinar, fill in the form below:


Breaking The Bias: Why Brands Must Intentionally and Accurately Represent Women in Messaging

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If common sense, instinct, and good ethics weren’t enough to convince brands that the accurate portrayal of women in marketing was important, there is now data to prove it. According to the 2021 GEM Lift Study conducted by SeeHer and IRI using LG Ad Solutions TV viewership data, women across the globe together control $31.5 trillion in consumer spending, of which $10 trillion is in the US alone. A massive chunk of the consumer spend is women-led, with 90% of decisions around purchasing consumer goods driven by women.

Our world is not as equitable as we wish it to be, to make a gross understatement. But media today plays a central and pivotal role in fighting against discrimination and improving equality. In fact, more than half (52%) of consumers believe that the onus is, in part, on media to improve equality. Similarly, 72% believe that brands can drive social change. 

GEM Study To Understand Impact of Equal Representation on Brand Sales 

SeeHer has been actively involved in measuring the value of diversity in media. In its latest effort, SeeHer led the development of a measurability index called GEM (Gender Equality Measure) to examine unconscious gender bias in advertising and programming. GEM evaluates the accurate portrayal of women and girls in ads and programming. The baseline GEM score is 100, with any score higher than 100 meaning that the programming/commercial accurately represents the female population. 

The GEM research study* conducted found that:

*For full methodology on the research study download the 2021 GEM Lift Study here. (Page 16)

  1. A campaign creative that accurately portrays women and girls can garner five times incremental sales lift and two times sales lift when placed in proper programming
  2. Across gender, language, race and ethnicity, ads with high GEM scores overall delivered 60% improved sales performance
  3. Ads that score 106 or above on GEM see a 12% incremental sales lift for women and an 81% lift for men vs. those scoring below that number
  4. Ads placed on TV shows that have a high GEM score also contribute to significant sales increases (up to 93% lift)

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Inclusion and representation should be the core of every business

Media investment directed at marginalized audience groups is very small compared to the percentage they account for in the population. For example, there are 31 million Hispanic women in the US, representing one in five women overall. However, according to the Hispanic Marketing Council, only 6% of advertising industry investment is directed at the Hispanic community. This discrepancy is also present for Asian and Black audiences, in part due to lack of diversity within companies.

“Understanding the audience is key. Having a team that can add a cultural lens, that can interpret the data, make it [the Hispanic audience ad experience] authentic and make it real is extremely important. In front of and behind the camera, the creatives at any point must reflect the audience.” – Annie Leal, Head of Content at H Code

As a society, we are making strides, most often in the right direction, toward shattering stereotypes and biases. While inclusion is obviously beneficial for society, it is also valuable to the bottom line: Brands that stand for accurate representation and have a diverse internal makeup build trust and loyalty with the consumer, leading to increased sales performance. Media that showcases the intersectionality and multidimensional personality of an audience helps them feel seen. As such, if brands want to grow and gain more traction with their audiences, focusing on equality should be the highest priority. 

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Interested in learning more? Download the 2021 GEM Lift Study – Accurate Portrayal of Women and Girls Accelerates Business Growth Across Gender, Language, Race and Ethnicity here.

To discuss how we can help you reach women across TV, contact us at info@lgads.tv or send us a message on our contact page.

Three Neat Things To Know While Serving Ads To Alcoholic Beverage Audiences

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Did you know that April 7 is National Beer Day? A day to kick back and relax with a cold one and celebrate the beginning of warmer months. According to Statista, revenue for the alcoholic beverage market will amount to over $284 billion in 2022, growing 7.5% over 2021. Within this category, the largest segment by market volume is beer. 

With the US adding almost three million potential consumers each year (those turning 21), alcohol consumption is on the rise. In 2020, the federal excise tax relief program (referred to as the Craft Beverage Modernization and Tax Reform Act) for both domestic and foreign qualifying producers was passed, resulting in an explosion in the market and creating opportunities for new brands to enter into the mix. New categories such as hard seltzer, hard kombucha and canned cocktails also emerged in the past few years, enhancing the variety of alcoholic beverages available. 

LG Ad Solutions can help advertisers in the alcoholic beverage category reach the right audiences across TV, mobile, tablet and desktop, while preventing wasted impressions.

For any advertisers who want to target alcoholic beverage drinkers, here are three things to know:

1. National Beer Day Is A Real Thing: You might think that National Beer Day is just for consumers. However, on April 7, beer brands get their due share of voice and place a ton of linear TV ads — accounting for twice the ad volume of spirits and four times that of hard seltzers. Viewers see beer ads 2-3x more frequently than other alcoholic beverages. However, heavy linear TV viewers (averaging 6 hours of linear viewing per day) are inundated with alcohol ads, with a frequency of ~90 per month. Conversely, light linear TV viewers see fewer than 10 ads per month. This is where frequency caps, available through brands like LG Ads Solutions, can help your brand reach relevant audiences at optimum frequencies, including those who watch fewer hours of TV.

2. Alcoholic Beverage Advertisers Gotta Love Sports!: Based on our data, sports content, including live sports, is the top place to find audiences interested in alcoholic beverages. Live tune-in to sports is accessible not only through linear TV, but also through streaming, network platforms and other apps. Movies, comedy, games and reality shows are other top genres that resonate with alcoholic beverage audiences. To break through the sports clutter (which is typically expensive), brands can use ACR technology to target sports fans across different shows and networks, making for more effective and efficient advertising.

3. Smaller Budgets Barely Make A Dent In Linear TV Advertising: New and upcoming brands, or those with smaller TV budgets, are entirely outnumbered and obscured by brands that have a heavier wallet. In the beer, liquor and hard seltzer categories, the top two brands take up a significant chunk of the share of voice, while the bottom two brands account for less than one-third. OEMs that supply CTV ad inventory can help brands with smaller budgets bring in a higher SOV and reach relevant audiences by conquesting competitors.

LGAds reoprts National Beer Day

Interested in learning more? Download our Alcoholic Beverages Insights Category Report:


From The Experts: Authentically Engaging With Black / African American Audiences

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When advertisers create campaigns, they must consider not only the placement of the advertisement, but also the creative and messaging strategy. To authentically speak to diverse audiences, it is crucial to have a clear understanding of what these audiences seek. Accurate representation, authentic messaging and a deeper connection to the community’s culture are essential to resonate with diverse audiences. 

To discuss inclusive marketing strategy, we held a webinar in the spirit of #BlackHistoryMonth, bringing together an esteemed panel of experts. These marketing leaders included Detavio Samuels, CEO of Revolt Media & TV; Natalie Gullatt, Founder & President of Black Marketers Association of America (BMAA); Amanda Joi-Moore, Multicultural and Commercial Brand Manager at Papa John’s International and LG Ad Solutions’ Sr. Leader of Product Marketing, Codee Fuquay. 

Here are the top 3 takeaways from the webinar:

  1. Accurate Representation In Media Is The Lowest Hanging Fruit: It is not enough to have people of color present in the content and the commercials. While it is important to see people in advertisements that one can relate with, brands must go beyond this. When diverse audiences make a conscious or subconscious decision to make a purchase, they want to be sure that the brand truly sees and understands them. The brand must think of them while creating products, commercials and copy. This deep understanding must ring true in every advertising campaign and is table stakes for successful multicultural marketing.                                                                                                                                                                      LG Ads Quote x                                                                                                                                                           vvv 
  2. Data Is Key: We are currently in an attention economy and an era of personalization. Your content has to be exciting enough to grab attention, while being personalized to keep your audience engaged. To optimize for both, advertisers must use data to understand what audiences are watching, what genres they tend to tune in to, which apps they use and more. Testing creatives, audiences, messaging, delivery method, time of day, and context is pivotal for listening to audience cues and understanding preferences. Creating influential consumer touchpoints is where Smart TV OEMs, like LG, come in. The ACR technology available on these TVs can capture on-the-glass data and understand on a 1:1 level what content the viewer watches and how to target them effectively.                                                                                                                                                                                LG Ads Quote x                      vvv 
  3. The spectrum of Blackness: While race brings people together, it is not the only defining characteristic. Response to messaging is largely based on several other factors including life stage, income level, gender and perspective. With tons of these micro-communities and different cross-sections of populations, generalization comes off as inauthentic. Advertisers must recognize the nuances within the Black culture and lifestyle, creating holistic consumer personas.                                                                                                                                                                                                            LG Ads Quote x

Ultimately, for Black Audiences to be represented equitably and accurately, more Black people need to have a seat at the table and be involved in decision-making. People from the Black community can help brands create genuinely authentic marketing materials and guide strategy. Recruiting diverse talent and bringing them into the conversation is the most effective way to bridge knowledge gaps and connect meaningfully with the African American audience.

To view the full webinar, fill in the form below:


How ACR solves major advertiser challenges: Transparency, Cross-Platform Advertising, Measurement, Incrementality

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With a multitude of TV viewing options available including linear TV, Subscription Video-On-Demand (SVOD), Advertising-based Video-On-Demand (AVOD), Free Ad-Supported Streaming TV (FASTs) and more, TV audiences are scattered across a plethora of apps, networks and services. How do advertisers find and reach their target audience across this fragmented landscape? App usage data is scarce, and moreover, just knowing which audience segments spend time on specific apps is not enough. Advertisers must not only place their ad in front of the relevant audience, but also ensure it occurs at the right time and place, and in the right context, where viewers are most likely to take notice. How can they achieve this level of precise targeting? Savvy marketers turn to automated content recognition (ACR).

The three biggest smart TV manufacturers, including LG, all collect their own ACR data in the U.S. – representing over 80M opted-in TV sets. ACR is a technology that provides second-by-second viewing data at massive scale. Since ACR provides “glass-level” insights – capturing all input sources, it can detect all TV viewing options and understand video games being played on the TV. It’s all done using methodologies that are consistent with federal and regional privacy regulations, with, in LG’s case, a double opt-in process by viewers.

How ACR Works

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Changes in TV Viewing and Need for Precise Measurement

Historically, legacy measurement systems have used panels to model viewership behavior. Advertisers would use this data to determine where to find their target audiences across TV by analyzing what networks and platforms their target audience was most likely to spend time on. However, with today’s audiences watching programming across cable, broadcast, OTT and streaming, understanding viewership behavior is increasingly challenging, and as a ripple effect, so does reaching TV audiences with advertising. ACR data, measuring second-by-second viewing on every set enables measurement and targeting well beyond traditional systems.

Benefit To Advertisers 

Smart TV OEMs use ACR technology to identify what opted-in viewers are watching in an anonymized fashion, every time they turn on their TV. This data is invaluable to advertisers. Companies like LG Ad Solutions can create audience segments based on viewership behavior, informing advertisers exactly what kind of viewer their ads can be placed in front of. Advertisers can choose from this menu of audience targets or create their own. Maybe their target audience is someone who has been binge-watching horror movies? Or maybe a viewer who prefers Spanish-language shows? Whatever it might be, ACR technology can find these viewers. Transparency and one-to-one targeting provided by ACR technology makes it easy for advertisers to find, define, and re-define their audience segments –  improving campaign activation and ad measurement.

Some smart TV OEMs provide a three-fold advantage, empowering advertisers to develop data-backed strategies and get the most out of their TV buy. These three advantages involve access to:

  1. Ad inventory, including exclusive native units that grab the attention of the viewer from the get-go
  2. Owned and operated FAST channels with tons of content, providing access to granular audiences and large-scale premium video inventory
  3. ACR data for precise targeting and measurement to determine ROI

Partnering with smart TV OEMs allows advertisers to continually benefit from the latest advancements in TV technology, making the TV experience better not just for advertisers but also consumers.

Holistic View  of TV Audiences

Access to ACR data and consequently TV audience viewing behavior, paves the way for layering on third-party datasets including demographics, geo-location, and shopping behaviors.  Combining these types of data with ACR data provides us with a comprehensive viewer profile while ensuring viewer privacy. ACR not only allows companies like LG Ad Solutions to serve ads to the right audiences but also allows for measurement of ad campaign results, including video completion rates (VCR), conversions such as tune-in, app downloads, web traffic,  location behavior, and even purchase.

Advertisers can also better understand the incrementality of their ad campaign, including the incremental reach gained over linear TV, over other TV OEMs and digital platforms and competitors. They can continually keep track of which audience group, message and creative, strike the best balance for highest ROI.

With ACR technology making CTV campaigns completely trackable and measurable, TV advertising has become more and more like digital. As such, it only makes sense that the digital element of pay-per-performance is brought into the world of CTV. Guaranteeing outcomes and paying only for results that meet your target metrics, which seemed impossible in the past, is a reality for CTV advertising today. LG Ad Solutions recently broke new ground in the industry by offering a suite of guaranteed outcome options, delivering guarantees on demographics, reach/frequency, VCR, and custom conversions.

To find out more about how our ACR technology can help you reach your campaign goals and measure ROAS, contact us or reach out at info@lgads.tv 

 

New Year, New Ad Units on LG TVs

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Buying TV ads requires a tricky balancing act between creative, placement, audience and engagement. Connected TV advertising through partners like LG Ad Solutions, who can offer direct and exclusive access to both data and inventory, is a great way to address all of these needs. First-party CTV providers make TV much more like digital. Not only can advertisers find and target specific audiences they can’t find on linear, they can now also drive and measure actions such as clicks, website visits, foot traffic and more through CTV ads. To help your audiences notice your ad and take desired action, we’ve introduced a series of new ad types to enhance your campaigns and increase viewer engagement with your brand.

New Ad Units To Complement Your TV Strategy

Secondary Home Screen Ad Units – When you place your ad on the LG Homescreen with our large Hero unit, it is one of the first things a viewer sees when they switch on the TV. To provide back-up to this premium placement, we’ve introduced a new secondary unit that comes to the forefront when a user hovers over the content store button or is visible in the ‘Trending Now’ section (OS 6.0). Result? Two complementary creatives that go hand-in-hand to get the viewer to notice the advertiser and take action.

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Connected QR ads – QR codes found their resurgence during the pandemic and now we are adding them to our TV ads. Appearing on-screen alongside your ad creative, audiences can scan the QR code using their mobile phone or tablet. They will then be redirected to your website, online shop, or app install page – whichever matters most to you. As consumers intentionally scan the QR codes, you will have access to powerful and granular insights on attributed scans and can directly tie campaigns to outcomes.

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Location Extension Ads – If you want to drive traffic to your store, these ads are the perfect choice. Through these ads, you can inform CTV audiences, in real-time, of the exact location details of your store nearest to each household. Our partnership with omnichannel personalization and consumer intelligence platform, Clinch, makes it super easy for you to influence consumer behavior and ultimately drive the consumer to make a trip to your store.

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Invest in Mental Breaks

As strong believers in the importance of mental health, we want our audiences to have an opportunity for mindfulness in this fast-paced world. Our Zen sponsored ads are designed to give the audience a little break during their viewing experience. Through these, brands can reach consumers in between programming and show your support for mindful moments.

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If you’re interested in finding out how you can better engage your audiences across CTV, set up a call with us through our contact page or reach out at info@lgads.tv.

How Guarantees Will Change Ad Buying in 2022

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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.