As the television landscape continues to evolve, a groundbreaking study reveals how brands can significantly enhance their advertising strategies by optimising media investments across linear and connected TV platforms. This research, conducted in collaboration with leading measurement firms, highlights the transformative potential of Connected TV (CTV) in driving superior campaign outcomes.

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The Evolution of TV Advertising: A New Era of Precision and Efficiency

The advertising industry is undergoing a seismic shift as viewers increasingly turn to streaming services for entertainment. In this dynamic environment, brands must adapt their media strategies to ensure they are reaching audiences effectively. One key finding from the study is that reallocating just 6.3% of total TV impressions from linear to CTV can lead to remarkable improvements in reach and frequency. This reallocation not only minimises wasteful ad exposure but also drives higher conversion rates, making it a strategic imperative for modern marketers.For top-performing brands, embracing CTV has become second nature. These brands allocate an average of 23.7% of their TV impressions to CTV, compared to 17.4% for others. This significant investment underscores the importance of CTV in achieving balanced frequency and broader reach. By prioritising CTV, brands can amplify their campaigns, delivering more impactful and engaging messages to their target audiences.

Reimagining Media Planning for Optimal Performance

In today's competitive market, every dollar invested in advertising must work harder than ever before. The study highlights the need for precision in media planning, ensuring that resources are allocated where they will have the greatest impact. Linear TV still dominates ad spending, accounting for 67.5% of total TV ad budgets. However, viewers spend only 54.2% of their total TV time on this platform, according to eMarketer. Meanwhile, CTV captures 45.8% of total TV viewing time while receiving just 32.5% of ad spending. This disparity presents a clear opportunity for brands to rethink their media strategies and capitalise on the growing importance of CTV.Tony Marlow, CMO at LG Ad Solutions, emphasised the significance of this shift: "Modern marketers and media planners need to make every invested dollar work harder, now more than ever before." He added that finding the optimal efficiency point where CTV and linear TV work in harmony is crucial for delivering maximum performance while minimising ad exposure wastage. Brands that over-invest in cable and broadcast may be missing out on the incremental reach, deeper engagement, and stronger outcomes that CTV offers.

Empowering Marketers with Actionable Insights and Advanced Tools

To help marketers navigate this evolving landscape, LG Ad Solutions and iSpot have expanded their partnership to deliver enhanced measurement and reporting capabilities. David Coletti, SVP of Research and Insights at iSpot, highlighted the transformative impact of strategic impression reallocation: "This study demonstrates the significant impact of reallocating impressions strategically." He noted that their partnership equips advertisers with actionable insights and advanced tools to drive performance in this transformative era of television.The expanded partnership between LG Ad Solutions and iSpot ensures that marketers have access to the data and analytics needed to make informed decisions. By leveraging these insights, brands can fine-tune their media strategies, ensuring that they are reaching the right audiences at the right time. This level of precision is essential in today's fast-paced media environment, where staying ahead of the curve can mean the difference between success and obscurity.

The Future of TV Advertising: A Balanced Approach for Maximum Impact

As the TV landscape continues to shift towards streaming, the importance of CTV cannot be overstated. Brands that embrace this change and integrate CTV into their media strategies stand to gain significant advantages. The study's findings underscore the need for a balanced approach, combining the strengths of both linear and connected TV to achieve optimal campaign outcomes.By reallocating a portion of their TV impressions to CTV, brands can minimise waste, broaden reach, and deepen engagement. This strategic shift not only enhances campaign performance but also positions brands as leaders in the rapidly evolving world of television advertising. As viewers continue to migrate to streaming platforms, the future of TV advertising lies in harnessing the power of CTV to deliver unparalleled reach and engagement.