Global electronics firm LG has inked a partnership with BrightLine that will allow the company to deliver innovative new advertising opportunities across its connected television devices.
The partnership was announced during LG’s presentation at the IAB NewFronts this week, when the smart TV maker unveiled a slate of new ad formats that it hopes will delight streamers and marketers alike.
One unique format involves 3-D ads spots on the home screens of LG smart TVs, which the company touts as a first-of-its-kind marketing solution that will provide a more-immersive experience for streamers.
Other formats being introduced to LG’s smart TVs include interactive ads that allow streamers to scan a QR code with their phone, then receive more information or shoppable opportunities for products, goods and services. Similar ad spots already run on competing platforms operated by Samsung, Roku, Amazon and Vizio.
Many of LG’s new ad formats introduced this week will be available in the U.S. and Canada during the third quarter (Q3) of the year, with plans to deploy more broadly in Europe and other markets later.
The new ad formats come at a time when marketers are increasingly interested in reaching consumers across connected TV platforms, with viewership insights and audience demographic information helping them get their product and service promotions in front of the right streamers at the right time.
Like other streaming device makers, LG leverages its own proprietary data and signals to help marketers develop campaigns and buy inventory to reach desired audiences. Some of that inventory is against LG’s home screen and menus, while other opportunities present themselves within LG Channels, the company’s free-to-access platform with hundreds of linear content streams.
On Monday, LG said streamers typically spend around 10 minutes looking for things to watch across its home page and menus before they settle on a show or movie — and each one of those 600 seconds is an opportunity to reach a potential customer or otherwise engage with a TV or film fan.
Most ultimately find a show or movie through a recommendation on LG’s home screen, suggesting that inventory is among the most-valuable that the company has to offer.
