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In the CTV race, LG Ad Solutions starts at the home screen
LG Ad Solutions wants to make the home screen the main gateway to streaming to claim a greater slice of the ad dollars flowing through CTV.
For LG, the future of advertising isn’t flashy ad tech or buzzworthy partnerships — it hinges on something far more mundane. The TV menu. The South Korean electronics giant has quietly bet its ads business on turning its smart TVs into the starting point for viewers’ streaming habits.
If LG Ad Solutions can make its home screen the default gateway to Netflix, Hulu and YouTube — not just a pass-through but the pace where browsing begins — it can claim a greater slice of the ad dollars flowing through connected television.
“Even though we don’t report the numbers, this year will be one of record revenues for the advertising business,” said Ed Wale, vp of international for LG Ad Solutions. “We’re going to continue building on the hardware footprint that LG has, which is around 200 million TVs globally.”
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