The launch of a new performance focused connected TV offering signals a meaningful shift in how marketers approach measurable growth across screens in the MarTech ecosystem. Aarki and LG Ad Solutions have announced a strategic partnership that brings a performance CTV solution for gaming to market, aiming to connect television exposure directly to mobile app installs and revenue outcomes.
The collaboration unites Aarki, an AI powered mobile performance platform, with LG Ad Solutions, the advertising business of LG Electronics. Together, the companies are addressing a long standing challenge in connected TV advertising by linking large screen engagement with deterministic mobile performance metrics. By combining LG reach across more than 240 million smart TV households worldwide with Aarki advanced machine learning demand side platform, the solution is designed to deliver measurable installs and return on investment for gaming advertisers.
Connected TV has historically been positioned as a brand awareness channel, with limited ability to prove downstream impact. As gaming marketers look to scale user acquisition beyond traditional mobile inventory, the new performance CTV solution for gaming reframes the television screen as an accountable and optimizable channel. Using proprietary viewer insights from LG smart TVs, Aarki can optimize campaigns based on actual content engagement, ensuring ads are delivered to audiences with demonstrated interest in gaming.
“The goal is to make the TV screen as measurable and optimizable as the mobile screen,” said Aman Sareen, CEO of Aarki. “By integrating with LG Ad Solutions’ premium ecosystem, we are providing gaming publishers with a closed loop solution that moves beyond household level estimates. We are delivering the transparency and performance specifically CPI and ROAS that mobile marketers demand.”
Gaming has become a priority category for LG Ad Solutions as viewing and play behaviors continue to converge on the TV screen. As a device manufacturer, LG has access to first party deterministic viewing and gameplay signals, which are increasingly valuable in a privacy focused advertising environment. Aarki applies this data across the full funnel, building gaming audiences, activating campaigns on LG premium CTV inventory, and optimizing in real time against install, engagement, and revenue goals.
Industry leaders see this evolution as a critical step forward. Martin Boccardi, Senior User Acquisition Manager at Rovio, highlighted the growing role of CTV for gaming advertisers and the importance of reaching the right audiences without disrupting player experience. Joe Nash, VP Digital Marketing at Fliff, echoed the need for scalable and privacy safe approaches as measurement and targeting mature.
“LG Ad Solutions combines global scale and deterministic insight across the TV screen,” said Kelly McMahon, EVP, Global Operations at LG Ad Solutions. “Through this partnership, we’re turning reach into relevance activating first party viewing and gameplay signals to help advertisers connect with the right audiences, in the right moments, to drive performance outcomes. It’s not just about how many households you reach, but how precisely you can engage them and that’s where this collaboration sets a new standard for CTV.”
As performance marketing continues to expand beyond mobile, the performance CTV solution for gaming represents a broader industry shift toward accountability, precision, and closed loop measurement across every screen marketers use.
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