Research from LG Ad Solutions and MediaScience Shows That Integrating CTV Video, Native, and Mobile Video Enhances Campaign Effectiveness

LG Ad Solutions, in collaboration with MediaScience, has released a groundbreaking study titled The Connect Effect, highlighting the effectiveness of a seamless Connected TV (CTV) advertising experience. The research demonstrates that integrating CTV Video, Native ads, and Mobile Video within a single campaign can substantially enhance brand metrics and overall performance.

The study revealed that brands utilizing a comprehensive TV experience comprising CTV Video, Native ads, and Mobile Video achieved remarkable improvements in their performance metrics:

• Brand awareness increased by 4.7 times.
• Ad recall surged by 8.7 times.
• Brand consideration grew by 11.2 times.
• Cost per visit decreased by 23%.

The Evolution of Smart TVs

“Smart TVs have evolved into fully immersive ‘experience hubs’, allowing people to seamlessly jump between streaming, gaming, shopping, and more,” stated Tony Marlow, CMO of LG Ad Solutions. “Advertising within Smart TV environments reflects this shift by building campaigns that connect with viewers from the beginning to the end of their entertainment journey in highly effective ways.”

The Smart TV home screen is becoming increasingly vital in the content consumption journey. On average, users access over seven different content sources on their Smart TVs, with 42% of viewing starting without a specific plan, making the home screen a crucial engagement point. Key insights from MediaScience’s eye-tracking phase of the study include:

• LG Smart TV users spend an average of 33 seconds on the home screen.
• 85% of viewers looked at the Native ad for an average of 7 seconds, constituting 14% of their total screen time.
• Viewers engaged with Native ads 132% longer when paired with a video component and 46% longer with a QR code.

Impact of Linear TV on Ad Perception

While linear TV continues to command two-thirds of ad spend, its longer ad breaks and limited frequency control have diminished its effectiveness compared to newer platforms. The study found that incorporating linear TV in a campaign mix negatively impacted ad perception across nearly all tested attributes.

Enhancing Engagement Across Devices

The total TV experience extends beyond the Smart TV ecosystem. An impressive 93% of viewers use other devices while watching TV, with 71% holding their phones throughout their viewing. Advertisers can enhance engagement by creating connected experiences across multiple screens.

CTV campaigns that combine Native and Mobile Video components achieved over 60 percentage points in brand recall while being perceived as less intrusive. Brands utilizing CTV Video strategies can improve brand recognition by more than 10 percentage points and ad recall by over 13 percentage points by incorporating CTV, Native, and Mobile Video formats.

Although mobile ads attracted less visual attention than those on TV, brand recall remained comparable across CTV Video and Linear TV. “This study proves that these new opportunities in CTV environments aren’t just innovative concepts but are genuinely effective,” Marlow concluded. “The next era of TV starts with connecting the total TV experience by creating one cohesive campaign to engage viewers across all their screens. By embracing this holistic approach, advertisers can deliver more impactful, personalized campaigns that not only capture attention but also drive real results. The future of TV advertising is about creating seamless, connected experiences that resonate with today’s multitasking consumers.”