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. |
