Millions of people worldwide are hooking up their televisions to the internet, pushing marketers to allocate more of their media budgets connected TV (CTV) platforms. Those include consumer electronics companies, or original equipment manufacturers (OEMs), that have developed technologies for better ad targeting.<\/p>\n

\u201cThree or four years ago, who would have thought that the OEMs would be playing such an important role here?\u201d Serge Matta, president of LG Ads, said in this interview with Beet.TV. \u201cIt is very rare that I go into a brand or an agency or advertiser and\u2026educate them about CTV. They\u2019ve been well educated. They\u2019re very sophisticated buyers.\u201d<\/p>\n

<\/a><\/p>\n

Source: eMarketer Insider Intelligence<\/a><\/em><\/p>\n

LG Electronics this year launched LG Ads as the consumer electronics giant rebranded its Alphonso adtech<\/a> and analytics platform. Its global smart TV footprint consists of more than 120 million TVs worldwide, including 20 million in the United States.<\/p>\n

LG Ads is building its sales team and developing its technology to support global growth, Matta said. The company this month introduced a smart TV operating system called River OS<\/a> to support a more personalized viewing experience for consumers.<\/p>\n

Cross-Platform Support<\/h3>\n

Matta said advertisers are seeking more information about CTV viewing habits, such as automated content recognition (ACR) data that indicate what appears on TV screens, including programming and ad creative.<\/p>\n

\u201cIf there are campaigns that are cross-OEMs \u2013 among us and across others in the space — we are open to that measurement and making sure that it\u2019s consistent,\u201d Matta said. \u201cIf you don\u2019t have the measurement in place, you can\u2019t evolve as an industry and as a medium in terms of CTV.\u201d<\/p>\n

You are watching “Transformation: CTV and Data Are Changing the TV Advertising Marketplace,” a Beet.TV leadership series presented by LG Ads. For more videos, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Millions of people worldwide are hooking up their televisions to the internet, pushing marketers to allocate more of their media budgets connected TV (CTV) platforms. Those include consumer electronics companies, or original equipment manufacturers (OEMs), that have developed technologies for better ad targeting. \u201cThree or four years ago, who would have thought that the OEMs […]<\/p>\n","protected":false},"author":24,"featured_media":75870,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8912],"tags":[4950],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75782"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=75782"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75782\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/75870"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=75782"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=75782"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=75782"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}