LG’s Serge Matta On Why CTV Is Retail Media’s Hot New Frontier

This Innovator Spotlight article is an outtake from our newest TVREV Special Report, Retail Media On CTV 2024 which you can download for free.

“With 40 million LG Smart TVs in the US, LG Ad Solutions offers retail media advertisers a platform to connect with a highly engaged audience, leveraging both first- and third-party data for precise targeting and measurable results,” notes Serge Matta, President, Global Ad Sales at LG Ad Solutions. “LG’s consumer-centric approach enables retail advertisers to deliver personalized messaging that not only captures attention but also drives tangible outcomes, such as store visits and sales, enhancing the overall impact of their CTV campaigns.”

ALAN WOLK (AW): How are you innovating with ad formats, especially with shoppable TV ads or other interactive formats that could benefit retail brands?

SERGE MATTA (SM): LG Ad Solutions is at the forefront of developing interactive and shoppable ad formats, designed to transform traditional viewing into an engaging shopping experience. We’re pioneering ad units that enable viewers to interact with ads directly on their TV screens, such as adding items to shopping carts or scanning QR codes for quick purchases. These formats are particularly valuable for retail brands, as they create a direct path from ad exposure to purchase, enhancing the immediacy and effectiveness of CTV advertising. Our focus is on reducing friction in the shopping process, making it as seamless and enjoyable as possible for consumers.

AW: With the integration of ACR data, how is LG Ad Solutions approaching cross-platform measurement and attribution for CTV campaigns, and what makes your approach particularly appealing to retail media networks?

SM: Automatic Content Recognition (ACR) data from LG Smart TVs provides a holistic view of ad performance across platforms. This means that we can accurately measure ad exposure, engagement, and the resulting actions and attribution. Our approach integrates these insights with other data sources for a unified measurement framework that tracks the entire consumer journey, from initial exposure to purchase – perfect for retail media networks looking for transparency and accountability.

AW: ACR data provides a unique view into what people are watching across all platforms. How can retail media networks benefit from the insights LG’s ACR data provides, especially in terms of ad targeting and measurement on CTV?

SM: LG’s ACR data provides granular insights into viewing behaviors, enabling retail media networks to better understand their audience’s content preferences and ad interactions. This data allows for more precise targeting, optimizing ad delivery based on real-time viewing patterns and purchase intent. Retail media advertisers can use these insights to refine their messaging, improve frequency management, and retarget audiences more effectively, ultimately enhancing both the reach and impact of their campaigns on CTV.

AW: Can you explain how LG Ad Solutions helps advertisers measure campaign success? What kind of attribution models are most effective in this environment?

SM: Our advanced attribution models track consumer actions from ad exposure through to purchase, providing a comprehensive view of campaign effectiveness. Our models include last-touch, multi-touch, and incrementality testing, which help identify the specific contributions of CTV ads to overall sales and brand lift. By integrating purchase data from retail partners, we can provide a detailed analysis of ad performance, allowing advertisers to fine-tune their strategies for maximum ROI.

AW: How is LG Ad Solutions uniquely positioned to innovate in CTV advertising, particularly for retail brands looking to capitalize on first-party data and new ad formats?

SM: LG Ad Solutions stands out by offering access to robust first-party data directly from our Smart TV ecosystem, empowering retail brands to achieve highly targeted, contextually relevant advertising. We continuously innovate with new ad formats, such as shoppable ads and interactive formats, to engage viewers in dynamic ways. Our commitment to privacy and data security ensures that advertisers can use this data responsibly, enhancing consumer trust while driving meaningful interactions.

AW: What emerging trends in retail media and CTV, such as the rise of interactive and shoppable ads, do you believe will have the biggest impact on the future of advertising on platforms like LG’s?

SM: The rise of shoppable and interactive ads will redefine the advertising landscape, turning passive viewers into active participants. LG Ad Solutions is focused on expanding these capabilities to deliver a frictionless shopping experience directly from the TV screen. Another significant trend is the increasing importance of data-driven personalization, as retail brands seek to connect with audiences on a deeper level. As CTV continues to evolve, the integration of AI-driven recommendations and dynamic creative optimization will further enhance the effectiveness of retail media campaigns, setting new standards for consumer engagement and brand performance.

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Retail Media On CTV 2024

In our latest Special Report, we explore why Retail Media and Connected TV (CTV) are shaping up to be the next big opportunity for advertisers.

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