Winning in CTV Requires a True Multi-Screen Strategy
#WHATSHESAID Helen Keelan of LG Ad Solutions shares insights on audience targeting, AI-driven analytics, and the future of shoppable TV.
Topics
The future of TV advertising is precision-driven, interactive, and measurable.
The rise of Connected TV (CTV) demands a shift in advertising strategy, moving beyond Linear TV to a holistic, data-driven approach. Brands that optimise CTV campaigns in real-time and embrace shoppable TV will unlock greater ROI, delivering seamless, targeted experiences that meet today’s consumers wherever they are.
“To achieve clear ROI from CTV, brands must focus on continuous optimisation, leveraging real-time data and testing different approaches to maximise their campaign performance. By fine-tuning targeting based on audience insights, brands can ensure they reach the most relevant viewers and make the most of their media spend,” says Helen Keelan, Senior Sales Director at LG Ad Solutions.
Helen drives international ad revenue and supports UK-based agencies and advertisers in developing effective CTV strategies. She specialises in simplifying the fragmented CTV landscape, educating brands on the role of original equipment manufacturers (OEMs), and enabling truly addressable audience solutions.
Talking to Martechvibe, Helen emphasises that winning in CTV requires a true multi-screen strategy, helping brands navigate fragmentation and maximise engagement across platforms.
Full interview:
With streaming platforms on the rise, how do advertisers balance reach and engagement across linear and digital TV?
As audience behaviour rapidly shifts toward connected platforms, traditional strategies anchored in Linear TV fail to capture the full potential of modern viewing habits. This is why it’s crucial for advertisers to adopt a CTV-first strategy. By doing so, they can maximise reach, engage CTV-only viewers, improve frequency efficiency and drive measurable outcomes.
With 3 in 4 UK households now using Smart TVs, Linear TV, while still important, now serves best as incremental to CTV. And by working with TV OEMs to combine CTV performance data with ACR audience insights, brands can fine-tune their Linear TV investments and find incremental reach with less wasted impressions. Similarly, by accessing real-time performance metrics for both Linear TV and CTV, advertisers can make mid-campaign adjustments based on live data.
What role do first-party data and AI-driven analytics play in enhancing TV advertising strategies?
First-party data and AI-driven analytics play a pivotal role in enhancing TV advertising strategies by enabling more precise audience targeting and personalisation. Leveraging first-party data allows brands to understand their audience’s behaviours, preferences, and interactions, providing a foundation for creating tailored ad experiences. AI-driven analytics further enhance this by processing vast data sets to identify high-potential segments that may otherwise be overlooked, optimising ad delivery and engagement. Together, they enable faster creative development, refined audience segmentation, and dynamic content discovery, ensuring more relevant and impactful TV advertising in an increasingly competitive digital landscape.
What are the biggest challenges brands face when integrating CTV advertising into their broader sales and marketing strategy?
People are not confined to one screen anymore – they consume across multiple platforms at the same time. As such, brands that focus on a single environment are missing the broader context of people’s lives. So the biggest challenge will be to leverage a holistic, multi-screen strategy.
A study we conducted alongside MediaScience late last year found that advertisers that integrate CTV video, native ads, and mobile video into a cohesive campaign saw significantly improved outcomes. It also revealed that brands already using CTV video could boost brand recognition by 10% and ad recall by 13% simply by adding native and mobile video integrations.
Therefore, the silver bullet for advertisers will be to deliver a holistic, seamless experience that meets viewers wherever they are. By adopting a multiplatform approach, advertisers will find that their messages will resonate far better with today’s always-on consumers.
ALSO READ: More Isn’t Better, Focus on Cross-Channel Optimisation
What advice would you give for brands to get a clear return on investment (ROI) from their CTV strategies?
To achieve clear ROI from CTV, brands must focus on continuous optimisation, leveraging real-time data and testing different approaches to maximise their campaign performance. By fine-tuning targeting based on audience insights, brands can ensure they reach the most relevant viewers and make the most of their media spend.
CTV’s unique ability to combine the emotional impact of TV with the precision of digital means brands can track performance at every stage of the funnel. Setting clear KPIs and adjusting tactics based on real-time data enables brands to stay agile and drive higher conversions. Brands that master these strategies will be able to unlock stronger ROI and achieve more effective, measurable results.
What technology trends excite you the most?
Firstly, TV will become a new frontier for ecommerce as payment technologies develop for a seamless shopping experience. Shoppable ads will enable viewers to click to purchase directly from their TVs or scan a QR code to complete purchases on their phones. This seamless journey from awareness to purchase is built for smart shopping with ease, making it simpler for consumers to get the products they want faster.
Also, it is exciting to see that programmatic is getting a major upgrade, moving from linear buys to real-time, data-driven targeting that makes every ad pound work harder. In the coming months, I expect to see brands demand high-impact, interactive formats with full transparency, making programmatic CTV a no-brainer for reaching the right audience at the right time.
ALSO READ: We Need Loyalty Strategies that Evolve in Real-Time
