The Connect Effect: How Smart TVs are Changing the TV Experience for Both Viewers and Brands

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Smart TVs are now the default device for TV viewership with 79% of US TV households owning a Smart TV. In collaboration with our research partner MediaScience, LG Ad Solutions conducted an innovative multiphase research study on the Smart TV experience, including biometric eye-tracking components.

Among the findings: 

  • The Total TV Experience. Brands that use a comprehensive approach of CTV Video, Native, and Mobile Video ad formats achieve significant improvements in performance, including brand awareness, brand consideration, and cost per visit.
  • Native Draws Attention. 85% of respondents looked at the Native ad presented for 14% of their total screen time, equating to an average of 7 seconds per viewing session.
  • Linear Fatigue. Including Linear ads in the ad mix produced an adverse effect on ad perception across nearly all tested attributes.

For more information on The Connect Effect, download the full report today!

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