As streaming cements itself as the dominant way audiences consume TV, advertisers are doubling down on Connected TV (CTV) to fuse storytelling with measurable impact. LG Ad Solutions’ latest report, The Art and Science of the CTV-First Era Part One, offers a snapshot of how brands are leveraging CTV’s advanced capabilities to reach viewers more effectively.
Based on a survey of 45 senior buyers spending over $1 million annually on CTV, the study highlights a key trend: CTV is no longer just “TV with data”—it’s becoming the premier channel for precision-driven creative. Advertisers are pairing the sight, sound, and motion of television with the accountability of digital, creating campaigns that not only resonate but also drive action.
Creative as a Growth Driver
Advanced creative formats are proving their value. According to LG, 84% of buyers using these formats say they directly contribute to brand lift, site visits, and purchases. In short, creative isn’t just a tool for awareness—it’s a measurable growth engine.
AI’s Role is Still Cautious
While AI offers the potential to streamline video ad creation, the report shows a measured approach. About 56% of buyers trust AI to produce brand-aligned video ads, but emphasize human review remains crucial—underscoring that efficiency cannot yet replace creative judgment.
Data Drives Ideas, Not Just Targeting
Data’s influence stretches beyond audience targeting. Seventy percent of buyers believe insights spark the most effective creative ideas, reinforcing the synergy between analytics and storytelling from campaign inception to execution.
Barriers and Investment Opportunities
Despite progress, challenges remain. Sixty-three percent of respondents say creative and data teams still operate in silos, while 42% note that creative development is undervalued due to cost and complexity. Still, advertisers plan to ramp up spending on programmatic CTV, advanced targeting, and OEM partnerships, signaling confidence in CTV’s precision and scalability.
CTV Success Stories
The report also spotlights brands already harnessing CTV’s potential. Lexus leveraged dynamic countdown creatives with a Home Screen roadblock at the U.S. Open, boosting brand perception by 64%. Wells Fargo used shoppable Home Screen ads paired with ACR and financial data to increase awareness and favorability. Spin Master and Experian tapped interactive, 3D, and contextual formats to achieve double- and triple-digit lifts—demonstrating that when creativity meets precision, results follow.
The Convergence of Art and Science
LG Ad Solutions combines advanced creative formats—interactive video, 3D Home Screen placements—with deterministic ACR data for precise targeting and frequency management. Adding client and third-party data allows brands to reach audiences efficiently, while partnerships with measurement providers validate results across brand lift, website traffic, in-store visits, and sales.
“CTV is where art and science converge,” said Tony Marlow, CMO at LG Ad Solutions. “By embracing advanced creative, premium data, and innovative formats, advertisers no longer have to choose between storytelling and precision—they can deliver both in every campaign.”
