Targeted, interactive CTV ads deliver stronger brand recall, LG finds

LG Ad Solutions commissioned a study by MediaScience to examine what drives effective advertising on connected TV as the format reshapes how audiences discover content and brands.

The findings from The Art & Science of the CTV-First Era: Part 2 – Consumer Experience point to a shift in how television advertising is designed and consumed. As connected TV brings creative execution and targeting into a single environment, attention is shaped by placement and context rather than repetition alone.

The research focuses on the Smart TV Home Screen and the creative approaches developing there, where discovery, relevance, and interaction increasingly influence brand impact.

The Smart TV journey and viewer attention

Biometric and eye-tracking data indicate that viewers maintain stable levels of attention and engagement throughout the Smart TV journey. From turning on the television, through Home Screen browsing, and into connected TV video advertising, attention remains consistent when ads are designed to fit naturally into the experience. This creates opportunities for brands to engage audiences without disrupting viewing behavior.

Ioanna Protogiannis, senior director, measurement and reporting solutions, LG Ad Solutions: "Connected TV is finally delivering on what the industry has long promised—the emotional power of television combined with the precision and accountability of digital. This research shows that when sight, sound, and motion are powered by robust first-party data at global scale, advertising performs better. That’s the future of CTV, and it’s what LG Ad Solutions is building across the world’s Smart TV ecosystem."

How creative and targeting influence memorability

The study shows that both targeting and creative quality shape what viewers remember. Targeting affects receptiveness before creative elements are processed. When ads feel relevant, viewers are more open to engagement. Pairing audience targeting with advanced creative strengthens performance across brand metrics.

Ads that combine targeting with advanced creative deliver higher brand outcomes, including 62 percent higher unaided recall and a 51 percent lower likelihood of viewers feeling overwhelmed. Interactive formats further increase effectiveness, driving twice the engagement and 138 percent higher unaided recall by encouraging active participation rather than passive exposure.

Interactive formats and emerging creative approaches

Through its partnership with BrightLine, LG Ad Solutions supports interactive campaigns within LG Channels, allowing advertisers to transform traditional television spots into participatory experiences while maintaining continuity in the viewing flow.

The research also examines audience attitudes toward artificial intelligence in advertising. Thirty-one percent of viewers report acceptance of AI-generated TV ads when the technology enhances the experience and supports human creativity. The findings suggest advertisers can use AI to improve efficiency and creative variation without replacing creative decision-making.

The Home Screen as a discovery environment

The Smart TV Home Screen is emerging as a central discovery surface for both content and advertising. As the first screen viewers see, it plays a significant role in shaping awareness and consideration.

Viewers exposed to advanced creative on the Home Screen demonstrate 61 percent higher unaided recall, are 66 percent more likely to like the ad, 31 percent more likely to visit a website, and 28 percent more likely to interact compared with standard creative executions.

LG Ad Solutions continues to invest in Home Screen formats, expanding interactive options and programmatic access to this high-attention environment.

Connected TV in a broader context

As Smart TVs become a primary gateway for discovering and engaging with content, LG Ad Solutions is positioning itself as the layer that connects data, creative execution, and performance across the television experience. The study suggests this approach can help advertisers move beyond visibility toward memorability while respecting viewer expectations.

Research methodology

MediaScience conducted a controlled in-lab experimental study for LG Ad Solutions in November 2025 with 286 U.S. connected TV viewers. The research used a functional simulation of the LG TV webOS platform to replicate native user environments.

Participants were exposed to LG Home Screen placements and connected TV video advertising, testing standard and advanced creative executions with and without simulated audience targeting. Engagement and response were measured using eye-tracking, biometric indicators, and post-exposure attitudinal surveys.

The full report can be accessed here

www.lgads.tv

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