LG Ad Solutions report reveals data and advanced creative are powering the shift to CTV-first advertising

LG Ad Solutions has unveiled new insights highlighting how the advertising industry is moving decisively toward a Connected TV (CTV)-first future, driven by the fusion of advanced creative formats and data intelligence. The findings come from the company’s latest report, “The Art and Science of the CTV-First Era Part One,” which explores how advertisers are leveraging CTV’s powerful combination of storytelling and precision targeting as streaming becomes the dominant viewing medium.

Based on a survey of 45 senior buyers spending over $1 million annually on CTV, the report reveals that advertisers increasingly view CTV as the most effective channel for achieving both brand and performance objectives. The study underscores that brands can now pair television’s unmatched sight, sound, and motion with digital-style measurement and optimization, producing campaigns that resonate emotionally while driving measurable business outcomes.

Tony Marlow, Chief Marketing Officer at LG Ad Solutions, said: “Cutting-edge advertising today means using advanced features to creatively engage audiences on the biggest screen in the home—and to deliver outcomes like brand lift, site visits, and purchases. That’s the art and science of CTV: the art is the storytelling canvas that captures attention, and the science is the data and precision that ensures it reaches the right people and drives results. Marketers are realizing that advanced creative is about both engagement and impact.”

Marlow highlighted the growing strategic value of the LG Home Screen, describing it as “the new launchpad for entertainment in the home, a moment when viewers are especially open to discovering something new. For marketers, it’s a powerful place to connect with people in a receptive mindset and spark action before the stream even begins.”

The company’s 2025 campaign performance data underscores the strength of this approach. LG Ad Solutions delivered 5.9 times higher brand favorability lift, 2.4 times higher purchase intent, 1.4 times higher brand awareness lift, and 1.2 times higher ad recall lift compared to industry benchmarks.

The report identifies several key dynamics shaping the CTV advertising landscape. Creative innovation is emerging as a growth driver, with 84% of advertisers using advanced creative formats—such as interactive or dynamic placements—reporting direct business outcomes including brand lift, site traffic, and sales. Meanwhile, 70% of respondents said meaningful insights spark effective ideas, affirming that data now plays a central role in shaping creative strategy, not just targeting.

Despite this progress, challenges remain. Sixty-three percent of buyers noted that creative and data teams still work in silos, and 42% said creative development is undervalued due to perceived cost and complexity. Additionally, while 56% of respondents expressed cautious optimism about the use of AI in generating video ads, most agreed that human oversight remains critical to maintaining brand integrity.

The report also spotlights examples of how brands are capitalizing on CTV’s unique capabilities through LG’s advanced solutions. Lexus achieved a 64% lift in brand perception using dynamic countdown creatives and a Home Screen roadblock during the U.S. Open, while Wells Fargo boosted brand awareness and favorability with shoppable Home Screen ads targeted via Automatic Content Recognition (ACR) and financial data. Other brands, including Spin Master and Experian, saw double- and triple-digit gains using interactive, 3D, and contextual formats—demonstrating that creativity and precision can coexist to deliver measurable impact.

LG Ad Solutions combines advanced creative technology—such as interactive video and 3D Home Screen placements—with deterministic ACR data to provide precise audience targeting and frequency control. By integrating client and third-party data, the company enables advertisers to reach audiences more efficiently, while partnerships with leading measurement providers validate performance across metrics like brand lift, web traffic, in-store visits, and sales.

“The industry has long debated art versus science, but this research shows that CTV is where the two finally converge,” Marlow added. “By embracing advanced creative, premium data, and innovative formats, advertisers can move beyond choosing between storytelling and precision—and deliver both in every campaign.”

Through its insights and advanced advertising solutions, LG Ad Solutions continues to position itself as a key player shaping the future of data-driven, creatively inspired CTV marketing.