As Connected TV continues to reshape how audiences discover content and brands, new research suggests that what viewers remember is increasingly defined by creative quality, relevance, and placement rather than repetition alone. A new study commissioned by LG Ad Solutions and conducted by MediaScience highlights how advanced creative, precise targeting, and the Smart TV Home Screen are emerging as critical drivers of attention and memorability in the Connected TV environment.
LG Ad Solutions commissioned the research to better understand how advertising performs on the largest screen in the home. The findings, published as part of The Art & Science of the CTV First Era Part 2 Consumer Experience, point to a broader shift in how Connected TV advertising is designed and experienced. As creative and targeting converge within a single ecosystem, where and how ads appear is shaping outcomes as much as the message itself.
Rather than tuning out during early navigation moments, viewers show consistent levels of attention throughout the Smart TV journey. According to biometric and eye tracking data, engagement remains steady from the moment the television is turned on, through Home Screen discovery, and into CTV video ads. This continuity creates new opportunities for brands to connect earlier in the viewing experience, especially when advertising is thoughtfully designed for context and relevance.
“Connected TV is finally delivering on what the industry has long promised—the emotional power of television combined with the precision and accountability of digital,” said Ioanna Protogiannis, Sr. Director, Measurement and Reporting Solutions, LG Ad Solutions. “This research shows that when sight, sound, and motion are powered by robust first-party data at global scale, advertising performs better. That’s the future of CTV, and it’s what LG Ad Solutions is building across the world’s Smart TV ecosystem.”
The study found that targeting plays a foundational role in how ads are received. When ads feel relevant, viewers are more open and receptive before creative execution even comes into play. When advanced targeting is paired with strong creative, the impact increases significantly. Ads using this combination delivered 62 percent higher unaided recall and reduced feelings of being overwhelmed by more than half. Interactive formats amplified results further, driving double the engagement and 138 percent higher unaided recall by turning advertising into participation rather than passive exposure.
The research also explored attitudes toward AI in advertising. Viewers expressed openness to AI generated ads when they enhance the experience rather than replace human creativity. About 31 percent said they accept AI in TV advertising, signaling a preference for AI as a supporting tool that enables efficiency and variation while leaving creative decisions to humans.
One of the most notable findings centers on the Smart TV Home Screen. As the first screen viewers encounter, it has become a powerful discovery surface for both content and brands. Viewers exposed to advanced creative on the Home Screen showed higher recall, stronger ad liking, and greater likelihood to visit a website or interact with the ad compared to standard formats.
Conducted in November 2025 by MediaScience, the study involved 286 US Connected TV viewers and used eye tracking, biometric measurement, and post exposure surveys within a simulated LG webOS environment. As Connected TV becomes central to how people discover and decide, the research underscores a clear takeaway for marketers. Advanced creative, relevant targeting, and strategic Home Screen placement are not just enhancing visibility. They are defining what viewers remember.
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