Ever wonder what the optimal mix of linear and CTV inventory is for a given ad campaign?
LG Ad Solutions knows the real challenge isn’t just reach, it’s a deep understanding of how those consumption experiences work together. Mike Brooks, Global Head of Business Development and Partnerships at LG Ad Solutions, shares how they’re harnessing their ACR (Automatic Content Recognition) backbone of data and working with iSpot to bring transparency and third-party validation to cross-platform campaign performance.
Built on Trust and Innovation
Today’s TV landscape is a complex tapestry of linear, gaming, and streaming experiences. As Mike explains, understanding how these consumption behaviors intersect is the next big challenge for advertisers. The real goal isn’t just reaching audiences, it’s reliably and effectively measuring campaign performance in a unified manner.
LG Ad Solutions and iSpot started their relationship as data partners, with LG seeking to understand the value of its viewership data. According to Mike, iSpot was the first place they turned to, leading to a public partnership built on the strength of LG’s ACR data. From there, the relationship expanded to include measurement, as LG Ad Solutions realized how iSpot’s measurement products could benefit its clients.
Now, the partnership has evolved to include research that brings more precision to media planning, which is demonstrated in their joint Efficiency Curve study. This cross-platform research identifies the point of diminishing and maximum returns when it comes to CTV reach, frequency, and conversions.
The Power of Measurement
For Mike, measurement is the cornerstone of the LG Ad Solutions business. “The difference between spending [billions of dollars] with Partner A and Partner B is, where is it more effective?” he says.
This focus on accountability and performance underpins the significant investments made by companies like LG Ad Solutions and iSpot in measurement infrastructure. Hear from Mike himself about how this shared commitment to transparent, outcome-based solutions drives real business growth for brands.