Video advertising platform Unruly announced a global partnership with LG Electronics that enables advertisers around the world to access native smart TV ad placements through its supply-side platform (SSP), UnrulyX.

Expanding on the success of LG’s relationship with sister brand Tremor Video in North America, the company can now provide brands with unique reach and uncluttered, highly viewable placements that drive action across all LG Smart TVs and video within the LG Channels app globally.

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Almost half (42%) of consumers are spending ‘a lot more time’ watching connected TV (CTV) content since the start of the pandemic, and after viewing an ad, ad-supported CTV users are 52% more likely to buy a product compared to linear TV viewers, according to Unruly research.

Leveraging CTV’s spike in viewership and ability to drive positive consumer behaviors effectively, the partnership gives advertisers access to an engaged viewing audience, native banner and video placements that add value to the customer experience, and customizable interactivity with contextual alignment that drive brand objectives.

LG will also utilize Unruly’s self-service platform to manage and optimize its own sold campaigns globally.

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“We applaud Unruly’s continued effort to help advertisers reach only the most engaged audiences and offer them the most relevant ad experiences,” said Edward Lee, Head of webOS Ad business at LG Electronics Home Entertainment Company. “Backed by Unruly’s unique emotional data and custom audiences, we’ll now be able to grow our CTV business on a global scale.”

Protected by industry-leading brand safety and fraud prevention technology, Unruly’s unified online video, display, and CTV stack streamlines the media buying and selling across screens — driving high-impact, high-performing creative and offering the best value exchange for publishers, brands and consumers.

“We’re excited to partner with LG to grow its CTV advertising globally,” said Ken Suh, Chief Strategy Officer at Unruly. “During COVID-19, in particular, it’s more important than ever to help advertisers realize the true value of their ad inventory and maximize yield.”

Unruly’s premium supply side video advertising platform for CTV, online video, and display, UnrulyX, is powered by 3,000 direct premium publisher relationships, along with access to the most popular CTV devices and platforms.

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