The Art & Science of the CTV-First Era – Part 2: The Consumer Experience

Part 1 of The Art & Science of the CTV-First Era explored how buyers are approaching creative, targeting, and measurement in a CTV-first world. Part 2 examines the other side of the equation, measuring how consumers pay attention to, engage with, and remember ads across the CTV experience.

LG Ad Solutions commissioned MediaScience to conduct an in-lab study using eye-tracking, neurometrics, and post-exposure surveys to understand how CTV viewers engage with ads across the CTV experience and which creative strategies drive attention, recall, and response.

Among the report’s findings:

• CTV holds attention across content and ads.
  Viewers remain engaged throughout the CTV experience, including the Home Screen and video ad breaks.
• Creative quality drives attention and recall.
  Advanced formats significantly outperform standard ads on engagement and memory.
• Targeting enables relevance, but creative drives impact.
  Reaching the right audience matters, but creative execution determines resonance and response.
• Consumers accept innovation when it is used responsibly.
  Viewers are open to advanced and AI-assisted creative that enhances the ad experience while maintaining transparency and human creativity.