LG Ads Solutions – a division of TV manufacturer LG that provides LG Smart TV native ads and audience targeting data to advertisers – has launched a guaranteed outcomes programme with its suite of media offerings. Under the programme, advertisers will only need to pay for LG connected TV (CTV) ads if they meet specified performance goals, which can include reach and frequency, demographics (age, gender, ethnicity, education level etc.) and conversion metrics. Media buyers can also have Video Completion Rates (VCR) guaranteed, so that only ads which have been viewed to 100% completion are charged to them. The company offers the Guaranteed Outcomes Program to advertisers alongside a suite of owned and operated native CTV ads, CTV ads across free streaming channels in its content partner network and LG’s own streaming service.
MRC-accredited third-party measurement companies that are partnered with LG Ads Solutions verify that these campaign KPIs are being met, giving media buyers “the highest level of transparency and confidence in their media buys” according to LG Ads Solutions. One such measurement partner is iSpot, which works with LG Ads Solutions to validate reach and frequency targets, including incremental CTV reach over linear, and competitive conquesting goals.
Chief Executive Officer at LG Ads Solutions, Raghu Kodige said: “We’re turning the tables for advertisers, making performance not just something brands aim for, but something that is actually guaranteed. Whether driving sales, conversions, or customer acquisition, advertisers struggle to quantify ROAS for TV spend. We created this extensive programme as the starting point in a new paradigm for TV-driven outcomes in which marketers are assured every CTV ad dollar hits the bullseye.”
The guaranteed outcome programme covers campaigns with both CTV ads and cross-screen targeting on mobile devices and the web. LG Ads Solutions has also stated that KPI guarantees are extended to advertisers as either a managed service or through programmatic buys. While the conversion metrics programme is currently available globally, it will be extended in the coming months to include metrics for tune-in, web visits, physical locations visits and more.
Huw Griffiths, Global Chief Product Officer at Universal McCann – a media agency based in New York – said, “Guarantees on media buys are a great step in the right direction for the industry; particularly when they are backed by third-party verification for full transparency. Being able to pay only for media only when it achieves a campaign goal is a big step toward eliminating waste and addresses a big problem for advertisers.”
Currently, more than 20 millions U.S. households are addressable by LG Ads Solution, according to the company.
