LG Ad Solutions and advertising technology platform Teads have renewed an exclusive CTV partnership across APAC and Europe, expanding advertiser access to HomeScreen inventory.
Within ANZ, Teads has been appointed the exclusive LG Ad Solutions representative for brands in Queensland, with brands in South Australia and Western Australia receiving preferred access to LG's premium CTV inventory.
The renewal is backed by new attention research from neuroscience specialists MediaMento Institute, finding HomeScreen placements significantly outperform traditional skippable formats.
In controlled lab testing with 100 Smart TV viewers, Teads' HomeScreen video ads achieved a 48% attention rate, outperforming skippable pre-roll by 16 percentage points, while 3D creative formats captured attention 29% faster and sustained it for longer periods.
"Renewing our global partnership with LG Ad Solutions and expanding into new markets accelerates our CTV strategy," said David Kostman, CEO of Teads.
“Together, we’re creating a dominant global CTV offering - combining premium, high-attention CTV HomeScreen inventory with Teads’ omnichannel platform to c across Europe and APAC with unmatched quality and measurement.”
Advertisers in EU and APAC markets will access LG Ad Solutions' native CTV formats, including HomeScreen, through Teads Ad Manager self-serve, a unified point of entry to premium CTV inventory globally.
"Expanding our partnership with Teads allows us to bring LG Ad Solutions' HomeScreen inventory to more markets," said Serge Matta, president of global ad sales, LG Ad Solutions.
"Together, we're making it easier for advertisers to access high-impact placements on LG Smart TVs and activate campaigns at scale."
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