CTV players hope importing social assets can lower brands' barrier to entry

"Advertisers like workwear brand Dickies have been using the tool, built with ad tech firm Spaceback, in the U.S. since its launch in May. Now, LG's rolling out the solution globally. For brands with budgets small enough to be overawed by TV production costs (even programmatic requires video assets) - or which have pursued a performance-led strategy to date - the possibility they can run creative that's already been proven in one environment again in another is tempting."

"CTV companies have benefitted from the long-term migration of media dollars away from linear and toward streaming. But if they're able to stop the tidal shift away from TV as a whole toward the walled garden platforms, they'll need to persuade small- and medium-dollar advertisers that CTV can deliver against their budgets. Execs at LG Ad Solutions believe that enabling those brands to run more ads originally made for paid social, or as part of their creator marketing activity, on CTV"

Connected TV (CTV) has captured long-term migration of media dollars from linear TV to streaming, creating growth for CTV companies. LG Ad Solutions offers a "Social Sync" tool that pulls ad creative from platforms such as Pinterest, LinkedIn and YouTube to run on LG TV inventory. The tool aims to win small- and medium-dollar advertisers by allowing brands to repurpose paid-social and creator-produced video for CTV, lowering creative-cost barriers. Workwear brand Dickies used social-first, influencer and creator content to enter CTV without larger creative investments. Spaceback built the solution and LG launched it in the U.S. in May and is expanding globally.

Read at Digiday