LG Ad Solutions believes in the “future of connection”—so much so that it was the theme of the company’s NewFronts presentation on Monday.
Tony Marlow, global CMO of LG Ad Solutions, said the TV industry is entering a CTV-first era, which blurs the line between content and commerce as well as the line between entertainment and engagement, making connection pivotal.
“It’s already starting to blur,” Marlow said. “This is what makes connections so important.”
To aid in bringing brands and consumers together and “elevate this notion of connection,” Marlow explained that LG Ads is expanding its CTV products, measurement solutions, and FAST channels ahead of NewFronts—even bringing 50 Cent into the fold.
The Home Screen becomes more immersive
In expanding its CTV product suite, LG Ads is implementing more interactive TV ads with BrightLine, with formats being available in Q3 in the U.S. and Canada before expanding globally.
Among the ad units, marketers can expect trivia capabilities and game advertising, with an ad unit becoming gamified within the screen itself via 15-second or native ads.
Shoppable ads are also a priority, including QR codes and add-to-cart functionality to facilitate purchases and turn the TV into a full-funnel commerce channel. The format is currently available in the U.S., with the United Kingdom and Europe to follow soon. According to Marlow, shoppable TV experiences have been a theme that users have been engaging with over the past 12 to 18 months.
“TV is no longer just for viewing,” Marlow said. “It’s an experience.”
LG Ad Solutions also announced 3D native home screen ads to transform the LG home screen into a brand showcase and make it easier for content discovery. Meanwhile, Magnite’s premium native home screen units are currently available programmatically through SpringServe, with guaranteed buys through ClearLine, allowing for automation and transparency.
The company also announced the launch of social amplification through Spaceback, which will bring social media content like Instagram Stories and TikTok videos to TV screens for unified cross-platform campaigns and will launch globally in Q3 2025.
“The genius of this was that we have a lot of clients that come to us, and they say we have hugely successful social campaigns that are working really well,” Marlow said. “So we’ve partnered with Spaceback, which essentially utilizes AI to automatically turn these social units into CTV-friendly ad units, and it’s astonishing how beautiful the end result is without a lot of human intervention.”
