LG Ad Solutions, in collaboration with MediaScience, released a groundbreaking study that underscores the effectiveness of creating a seamless Connected TV (CTV) advertising experience. The study, titled The Connect Effect, demonstrates that integrating CTV Video, Native, and Mobile Video ads within a single campaign boosts key brand metrics and performance.

“Smart TVs have evolved into fully immersive ‘experience hubs’, allowing people to seamlessly jump between streaming, gaming, shopping, and more”

The study revealed that brands incorporating a full TV experience – spanning CTV Video, Native ads, and Mobile Video – into their campaigns saw significant improvements in performance. Brand awareness increased by 4.7 times, ad recall surged by 8.7 times, and brand consideration grew by 11.2 times, all while reducing cost per visit by 23%.

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

The Smart TV home screen is becoming a more important factor in the path to content. On average, people access more than seven different content sources on their Smart TVs, and 42% of viewing starts without a specific plan in mind, making the Smart TV home screen a crucial gateway for engaging consumers. LG Smart TV users will visit the home screen three times per day on average. MediaScience’s eye-tracking phase of the study revealed that:

• LG Smart TV users stay on the LG Smart TV Home Screen for 33 seconds on average.
• 85% of viewers looked at the Native ad for an average of 7 seconds or 14% of their total screen time.
• Viewers looked at the Native ad +132% longer if there was a video component and +46% longer if there was a QR code.

Although linear TV still commands two-thirds of ad spend, its longer ad breaks and lack of frequency control have diminished its effectiveness compared to newer platforms. The study found that including linear TV in a campaign mix negatively impacted ad perception across almost all tested attributes.

The total TV experience doesn’t stop with the Smart TV ecosystem. Ninety-three percent of viewers use other devices while watching TV, with 71% holding their phones throughout their viewing. Advertisers can enhance engagement by creating connected experiences that span multiple screens.

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CTV campaigns that combine Native and Mobile Video components achieved a significant lift in brand recall—over 60 percentage points—while also being perceived as less intrusive. Brands already using CTV Video strategies can increase 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 received less visual attention than those on TV, the study found that 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 actually effective. The next era of TV starts with connecting the total TV experience by creating one cohesive campaign to engage viewers across all their screens,” Marlow continued. “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.”