Teads expands LG Ad Solutions CTV deal

Teads and LG Ad Solutions have renewed their exclusive partnership across Europe and APAC, extending the collaboration into additional markets as both companies scale their connected TV offering.

The agreement gives advertisers access to premium inventory on LG Smart TVs through Teads, including high-visibility placements such as the HomeScreen format. The expansion introduces new territories in Europe, including Italy, Greece, and Cyprus, alongside a broad footprint across Asia-Pacific markets.

Expanded reach across CTV markets

The partnership enables brands to engage audiences on connected TV environments through a single access point via Teads’ platform. Advertisers can activate campaigns across multiple regions using unified tools for media buying, creative execution, and measurement.

David Kostman, chief executive officer, Teads: "Renewing our global partnership with LG Ad Solutions and expanding into new markets accelerates our CTV strategy. Together, we’re creating a dominant global CTV offering—combining premium, high-attention CTV HomeScreen inventory with Teads’ omnichannel platform to help brands reach highly-engaged living room audiences across Europe and APAC with unmatched quality and measurement."

Integrated platform supports campaign performance

Through Teads Ad Manager, advertisers can access LG Ad Solutions’ inventory within a self-serve environment, streamlining campaign activation across markets. The collaboration also incorporates measurement tools and insights delivered through third-party partners, supporting campaign optimisation at scale.

Serge Matta, president of global ad sales, LG Ad Solutions: "Expanding our partnership with Teads allows us to bring LG Ad Solutions’ HomeScreen inventory to more markets. Together, we’re making it easier for advertisers to access high-impact placements on LG Smart TVs and activate campaigns at scale."

Research highlights impact of CTV formats

The companies point to research conducted with MediaMento Institute, which examined viewer engagement with connected TV advertising. The study found that HomeScreen placements achieved a 48 percent attention rate, outperforming skippable pre-roll formats, while immersive creative formats captured attention more quickly and sustained engagement for longer periods.

These findings underline the role of premium CTV environments in driving audience attention and campaign effectiveness, particularly as advertisers prioritise high-impact formats within omnichannel strategies.

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