The integration will enable account teams across OMG to activate advanced targeting segments from Omni across more than 20+ million LG smart TV households in the U.S. The deal links LG Ad Solutions’ anonymized household-level data through a privacy-compliant process to Omni’s household graph. This match will allow OMG agencies to run TV campaigns across all addressable LG smart TVs in the U.S.
Additionally, all media available through LG Ad Solutions, including exclusive native ads, CTV video and cross-screen ads, will be accessible through Omni’s media inventory graph, which delivers a precise view of the quality, value and availability of inventory in the marketplace. LG Ad Solutions now offers guaranteed outcomes across its native and cross-screen media buys, with independent third-party validation to meet advertisers’ needs for transparency and trust in the rapidly-growing CTV ecosystem.
LG Ad Solutions Chief Executive Officer Raghu Kodige said, “Omnicom’s vision for bringing more transparency and quality consumer experiences to CTV is directly in line with our initiatives for more open access to high-value smart TV data and for guaranteed outcomes for advertisers, where CTV media is only paid for when campaign objectives are met.”
This agreement comes at a time when the industry expects to see CTV spending for the year reaching $19.1 billion.
“LG Ad Solutions brings one of the industry’s largest observed TV data sets to the Omni platform, as well as access to its premium CTV media inventory,” says Slavi Samardzija, CEO of Annalect, the data and analytics division of OMG that developed and manages Omni. “This partnership is a natural continuation of our efforts to transform the effects of data and analytics on media, while giving our clients access to the best view of both consumer behaviors and media inventory, paired with the highest level of precision.”
About LG Ad Solutions
LG Ad Solutions is a leader in convergent TV and cross-screen advertising, helping brands find hard-to-get unduplicated reach at optimal frequency across the fragmented TV landscape, and maximize return on ad spend. The company brings together LG’s years of experience in delivering premium home entertainment products to consumers worldwide, with big TV audience data and Video AI designed to connect brands with audiences across all screens and understand resulting business outcomes. We are growing fast globally, and we are hiring! Contact us at email@example.com.
About Omnicom Media Group
Omnicom Media Group (OMG) is the media services division of Omnicom Group Inc. (NYSE: OMC), a leading global marketing and corporate communications company, providing services to more than 5,000 clients in more than 70 countries. Omnicom Media Group includes full- service media agencies Hearts & Science, OMD and PHD; performance marketing agency Resolution; Optimum Sports Media and Marketing; and the Annalect data and analytics division that develops and manages the Omni marketing operating system designed to orchestrate better outcomes for marketers.