Manufacturers of the devices we use to watch content have an upper hand when it comes to measuring consumption.
Increasingly, they are partnering with organizations who can measure the consequential impact of the ads seen on those screens.
“More and more, our clients are asking for outcome-based approaches,” says Serge Matta, Global Chief Commercial Officer, LG Ad Solutions in this video interview with Beet.TV at Programmatic IO in New York.
By leveraging their vast inventory of LG screens and media, Matta’s team aims to link the value of this inventory to the media buys of their clients.
A Strategic Partnership with Affinity Solutions
In response to this demand, LG Ad Solutions has partnered with Affinity Solutions, a provider of credit card merchant purchase data, to create a product called LoopIQ.
This product, he says, allows them to tie media exposure to actual purchases, creating a direct link between ads viewed and consumer behavior.
Announcing LoopIQ in partnership with Affinity Solutions for CTV targeting and measurement. Combine privacy-compliant purchase data with ACR for unmatched precision, outcomes, and ad spend optimization. Read more: https://t.co/SOlsSGq8JY #advertising #connectedTV #streaming
— LG Ad Solutions (@LG_Ad_Solutions) September 26, 2023
According to LG Ad Solutions’ LoopIQ announcement:
“By integrating purchase data with existing capabilities such as privacy-compliant automatic content recognition (ACR) technology, brands can now achieve unprecedented precision, ensuring their advertising spend is optimized for the right audiences with the most impactful results.”
The Power of Outcomes
But Matta emphasizes that “outcomes” is not just about credit card information.
“Outcomes is a lot of different facets. It could be on an M&E. It could be incremental reach.
“It could be credit card transaction. At the end of the day, it’s all about tying it to a media and tying it to CTV exposures,” he says.
Quality Over Quantity
LG has its own LG Channel as well as FAST channels on its platform.
For Matta, it’s about trying to inject quality, not just quantity, into the connected TV ad marketplace.
“There’s incredible amounts of supply, but I’m not sold that there is incredible amount of quality supply,” he says.
“I think what we are trying to provide to the marketplace and the other OEMs is quality supply.
“The demand is there for quality inventory. It’s not there if it’s just remnant inventory that no one wants to touch.”