CRACKING THE CODE:

CTV + ACR STRATEGIES FOR PERSUASION AND GOTV CAMPAIGNS

Brought to you by

Jessica

Bowers

National Media

@JamieBowers

Jessica

Justus

Strategic Media

Service

John

Padua

Trilogy Interactive

Nina

Kaplan

Rising Tide

Interactive

MODERATOR

Keith�Norman

LG Ad Solutions

Brought to you by

CRACKING THE CODE:

CTV + ACR STRATEGIES FOR PERSUASION AND GOTV CAMPAIGNS

Cracking the Code:�CTV + ACR Strategies for Persuasion and GOTV Campaigns

Pollies 24 April 16-18, Washington, DC

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01 What’s Your CTV Strategy?

02 Securing Premium CTV Inventory

03 CTV & ACR Targeting Tactics

04 Managing Reach & Frequency

05 Measurement & Optimization

06 Enhanced Ads & Other Tactics

07 Q&A

Run of Show

Meet the Speakers

Keith Norman

LG Ad Solutions

Jessica Justus

Strategic Media Services

Jaime Bowers

National Media

John Padua

Trilogy Interactive

Nina Kaplan

Rising Tide Interactive

93%

of US internet users have an internet-connected TV

The Big Shift to CTV Continues

Change in TV Viewing via Cable/Satellite/Broadcast�(2024 vs.2023)

+2%

YOY

Source: The Big Shift: Wave III, 2024

Streaming is the Preferred Method of Watching TV for More Control and Content Availability

Top Reasons Why CTV Users Prefer Streaming TV vs. Cable/Satellite/Broadcast^*

56%

prefer to watch TV via streaming TV apps

Source: The Big Shift: Wave III, 2024 *Note: Aided Choices

CTV Users Prefer Free Ad-Supported Streaming TV (FAST) and Spend Significant Time Viewing

Source: The Big Shift: Wave III, 2024 *Note: LG Ad Solutions Device Data, 2024

spend 2+ hours per week using FAST apps

53%

avg. time spent per session using FAST apps on LG TVs^*

73m

prefer streaming free video content with ads instead of a paid subscription without ads

69%

Likely Voters are streaming with ads and are receptive to political ads outside of political content

82%

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use ad-supported�streaming services �with ads

47%

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are open to seeing political ads during non-political content

Source: LG Ad Solutions Political Survey 2023

Likely Voters are open to having their mind changed...

…and think that political ads serve as a �valuable source of information

50%

are willing to change their minds when presented with new info

53%

believe political ads help inform who the candidates are and what they stand for

40%

agree that political �ads help inform about �the issues at stake

Source: LG Ad Solutions Political Survey 2023

WHAT’S YOUR�CTV STRATEGY?

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“To achieve great things,�two things are needed; a plan,�and not quite enough time.”

�-Leonard Bernstein,�Conductor and Composer

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11

An Abundance of Streaming Service Options has Led to Subscription App Cycling

63%

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are likely to sign up for a streaming subscription service to watch specific content and cancel/pause after watching

Subscription Streaming App Usage (2024 vs. 2023)

Source: The Big Shift: Wave III, 2024

YOY Change

Only 13% �prefer traditional TV because it’s a “one-stop shop” vs. having multiple subscriptions

CTV Users are also Increasingly Adding Free Ad-Supported TV Apps, while Reducing Subscription Apps

80%

prefer ad-subsidized streaming subscriptions, paying a lower cost in exchange for some ads

Source: The Big Shift: Wave III, 2024

Next �12 Months

Past �12 Months

26%�YOY

9%�YOY

Change in Subscription/Free Streaming Services

+14%

YOY

Securing Premium�CTV Inventory

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“Content is King”

-Bill Gates (1996)

CTV & ACR�Targeting Tactics

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“The most important thing to remember is you must know your audience.”�- Lewis Howes, Author & Entrepreneur

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Frequency Management �Hit your campaigns’ exposure sweet spot with frequency capping

CTV Ad Attention Index - by Exposure²

Optimal frequency will vary by campaign and creative…

…so manage frequency when ads are no longer driving lift

Source: 1. MRI-Simmons 2023 March Cord Evolution Study; 2. Viewer Attention Study 2023

More than

3 in 5

viewers agree that TV ads are repeated too often¹

Managing Reach &�Frequency

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“What’s the Frequency, Kenneth?”

-R.E.M.

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“Measurement is the first step that�leads to…improvement.”

- H. James Harrington, Innovator & Author

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Measurement & �Optimization

Enhanced Ads

Political Ads can drive valuable action for Likely Voters

19

QR Codes�Generate QR codes to encourage political action

(i.e connecting voters to a candidate’s website or driving donations)

Actions Taken after Seeing a Political Ad

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Source: LG Ad Solutions Political Survey 2023

Go Beyond the �Traditional Spot

Enhanced Ads &�Other Tactics

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“Creativity is intelligence having fun!”

-Albert Einstein

Download�“Direct-To-Glass Playbook�for Political Marketers”

Q&A – Thank You

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“For the love of God,�please no product pitches.”

- The Panel

About LG Ad Solutions

LG Ad Solutions is a global leader �in CTV and cross-device advertising.

Bringing the world's most awarded LG Smart TVs, deterministic viewership data powered �by ACR and captivated viewers, together.

We offer superior advertising solutions for performance-driven media buyers.