The Art & Science of the CTV-First Era
From LG Ad Solutions
CTV is now the starting point for TV strategies, giving advertisers the ability to connect advanced data with advanced creative on the largest screen in the home. But many buyers admit they have not yet brought these two forces fully together.
LG Ad Solutions surveyed senior CTV buyers spending $1MM+ annually. The study reveals how advertisers are using creative, targeting, and measurement in 2025 — and where they see the most room for growth.
Among the report’s findings:
Advanced creative is driving outcomes. 84% of buyers using formats like interactive, dynamic, and 3D report positive impact on brand, web, and sales results.
Creative and data can be better aligned. 63% of buyers say their teams still handle these strategies separately, signaling an opportunity to connect them for stronger campaigns.
Brand lift is shaping the benchmark. Buyers see brand lift studies as the most trusted signal of CTV’s ability to capture attention and influence outcomes.
AI is seen as a support, not a substitute. 56% of buyers are open to using AI in creative production, but only with human oversight, pointing to a need for tools that support creative development without replacing it.
Download the full report to see how advertisers are combining art and science in the CTV-first era.
