Teads & LG Ad Solutions expand CTV pact across APAC

Teads and LG Ad Solutions have renewed their advertising partnership across APAC and Europe, extending it into additional markets.

The deal keeps Teads as the exclusive route for advertisers to buy LG Ad Solutions' HomeScreen connected TV inventory in most covered territories. It also adds Italy, Greece and Cyprus in Europe. In APAC, the exclusive footprint covers India, Japan, Taiwan, Hong Kong, Indonesia, Malaysia, Singapore, the Philippines and Thailand, while Vietnam and South Korea are included on a non-exclusive basis.

The renewal focuses on advertising shown on LG Smart TVs, including native placements on the television home screen. Advertisers will also be able to access the inventory through the Teads Ad Manager self-serve platform, creating a single buying point for this part of the companies' CTV offering.

In Europe, the partnership covers France, Belgium, Germany, Austria, Switzerland, and a Central and Eastern Europe group comprising Bulgaria, Croatia, the Czech Republic, Hungary, Poland, Romania, Serbia, Slovakia and Slovenia. The expansion broadens a relationship both companies are using to strengthen their position in connected TV advertising beyond their core markets.

Market reach

Connected TV advertising has become a growing focus for ad tech groups and television manufacturers as brands shift more video budgets into streaming. Home screen advertising is especially valuable because it appears when viewers switch on the television and begin browsing content.

For Teads, the agreement supports its broader push to sell advertising across screens through a single platform. For LG Ad Solutions, it provides wider distribution for its television inventory across Europe and Asia-Pacific through an established media buying channel.

David Kostman, chief executive of Teads, said the expansion supports the company's CTV plans.

"Renewing our global partnership with LG Ad Solutions and expanding into new markets accelerates our CTV strategy," said David Kostman, Chief Executive Officer, 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."

Serge Matta, president of global ad sales at LG Ad Solutions, said the broader regional arrangement would make its inventory available to more advertisers.

"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."

Attention data

The companies also pointed to research on viewer attention to television home screen formats. According to a study conducted with the MediaMento Institute, home screen placements delivered stronger attention and engagement than skippable formats in a controlled laboratory setting.

In tests involving 100 smart TV viewers, Teads said HomeScreen video ads recorded a 48 per cent attention rate, 16 per cent higher than skippable pre-roll, according to figures released by the companies.

The same research found that 3D creative formats captured attention 29 per cent faster and held it for longer. Both companies are likely to use those findings as they pitch premium television placements to global brands seeking alternatives to standard in-stream video advertising.

Competitive push

The renewed deal comes as competition intensifies in connected TV advertising, with technology platforms, streaming companies and device makers all trying to capture a larger share of digital video budgets. Smart TV manufacturers have increasingly turned to advertising and related data businesses as a source of revenue beyond hardware sales.

Teads said it works directly with more than 10,000 publishers and 20,000 advertisers worldwide, supported by around 1,700 employees across more than 30 countries. That scale helps explain why LG Ad Solutions has chosen to keep distributing key inventory through Teads in Europe and much of APAC.

Under the arrangement, advertisers running campaigns across those markets will be able to use a single access point for LG Smart TV inventory, alongside measurement from Teads and its partners. The companies said those measurement arrangements have been extended to support the newly added territories.

The partnership highlights how television manufacturers and ad tech groups are forming tighter alliances to simplify media buying in fragmented streaming markets, while arguing that prominent on-screen placements can attract more viewer attention than conventional skippable video ads.