SURVEY: How Are You Balancing Art and Science in CTV?
CTV has opened up new possibilities for advertisers, reshaping the way brands connect with audiences in the living room. Unlike traditional TV, which offered reach but limited precision, CTV combines the scale and impact of television with the targeting and measurability of digital. Viewers can be reached across countless platforms, apps, and devices, giving advertisers an unprecedented ability to tailor messages and measure outcomes.
But with that opportunity comes new complexity. The CTV ecosystem is fragmented, with multiple platforms, data sets, and measurement approaches. Audiences are scattered across services, and success requires not just showing up with a good ad, but also navigating the technology that ensures the right people see it. That means advertisers now need to excel at both sides of the equation: the creative “art” that captures attention and the data-driven “science” that makes campaigns efficient and effective.
That’s why TVREV and LG Ad Solutions have teamed up to explore how advertisers are balancing what we call the art and science of CTV.
Art: The creative side of advertising. This includes storytelling, visuals, interactive formats, and innovations that make an ad engaging and memorable.
Science: The data-driven side. This includes audience targeting, real-time optimization, measurement, and analytics that help campaigns reach the right viewers and deliver results.
Some teams lean toward one. Others strive to blend both. We want to understand how this plays out in real-world campaigns.
We explored this at Cannes with a range of high level executives from across the industry, and you can find the video series, “The Creative Equation: Where Science Meets Storytelling”: Part 1 and Part 2.
Now we're asking your for your opinion.
Take our short survey to share your perspective on how creative and data come together in your CTV strategy. Your input will help shape new industry insights into what’s working, what’s changing, and where the biggest opportunities lie.
As a thank-you, all qualified participants will be entered into a drawing to win:
(1) LG Sound Bar (valued at $250)
(1) LG Smart TV (valued at $750)
Be sure to complete the survey by September 3, 2025 to be eligible.
