Marketers are looking for ways to reach target audiences while not bombarding them with repetitive commercials on connected TV (CTV) and traditional linear channels. Original equipment makers (OEMs) can provide unduplicated reach because most households only have one brand of smart TV in their living rooms.<\/p>\n

\u201cOur research shows that there\u2019s very little duplication across the major OEM households,\u201d Katie Barrett<\/a>, head of programmatic at LG Ads, said in this interview with Beet.TV. \u201cIt allows advertisers the ability to buy audiences within our walls without very much overlap, especially now that our datasets are not available elsewhere.\u201d<\/p>\n

Automatic content recognition (ACR) technology provides insights on which commercials and programming appear on a TV screen, helping marketers to optimize their media buying strategies.<\/p>\n

\u201cIt gives advertisers the majority of audiences and inventory on streaming platforms from a handful of partners,\u201d Barrett said. \u201cThis simplifies the overall fragmentation that\u2019s going on in the universe, making it almost as easy as broadcast TV buying, but this time with a lot more sophisticated data that will allow to find actual incrementality amongst unreachable audiences.\u201d<\/p>\n

LG Electronics this year launched LG Ads as the consumer electronics giant\u00a0rebranded its Alphonso adtech<\/a>\u00a0and analytics platform. The company this month introduced\u00a0a smart TV operating system called River OS<\/a>\u00a0to support a more personalized viewing experience for consumers.<\/p>\n

\u2018Home Page of the Household\u2019<\/h3>\n

Similar to digital media, CTV data provide a variety insights about media consumption habits. The information helps marketers to manage their reach and frequency, and stand out from their competitors.<\/p>\n

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

Source:\u00a0eMarketer Insider Intelligence<\/a><\/em><\/p>\n

\u201cOEMs or smart TVs who are collecting ACR are understanding everything that touches that glass,\u201d Barrett said. \u201cWhat that offers is an opportunity to have a similar experience in the living room, where now the smart TV is really the home page of the household.\u201d<\/p>\n

Advertisers that commit budgets to CTV platforms are more likely to reach audiences that have canceled their cable and satellite service in favor of streaming video.<\/p>\n

\u201cWe\u2019re seeing that CTV and OTT are only accounting for a small percentage of overall reach,\u201d Barrett said. \u201cThis isn\u2019t because the OEMs and streaming platforms can\u2019t deliver it, but rather marketers as a whole are not buying enough impressions to have real scale within the platform. They need to move those dollars over to actually achieve the promise that CTV can offer them.\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":"

Marketers are looking for ways to reach target audiences while not bombarding them with repetitive commercials on connected TV (CTV) and traditional linear channels. Original equipment makers (OEMs) can provide unduplicated reach because most households only have one brand of smart TV in their living rooms. \u201cOur research shows that there\u2019s very little duplication across […]<\/p>\n","protected":false},"author":24,"featured_media":75875,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8912],"tags":[8914],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75865"}],"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=75865"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75865\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/75875"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=75865"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=75865"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=75865"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}