A new study from LG Ad Solutions indicates a fundamental transformation in the advertising world, revealing that the advanced capabilities of connected TV are driving a definitive shift toward CTV-first campaign strategies. The report, titled “The Art and Science of the CTV-First Era Part One,” suggests that as streaming solidifies its position as the primary mode of television consumption, advertisers are enthusiastically embracing the sophisticated data and creative tools unique to the CTV environment.
The insights were gathered from a survey of 45 senior advertising buyers, each managing annual CTV budgets exceeding $1 million. The findings show that the evolution of CTV is profoundly reshaping campaign construction, allowing brands to merge the powerful sight, sound, and motion of traditional television with the accountability and optimization inherent to digital media. This convergence allows advertising to not only reach the right audiences with surgical precision but also to tell stories that resonate and inspire tangible action.
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“Cutting-edge advertising means using advanced features to creatively engage audiences on the biggest screen in the home—and to deliver outcomes like brand lift, site visits, and purchases. That’s the art and science of CTV: the art is the storytelling canvas that captures attention, and the science is the data and precision that ensures it reaches the right people and drives results,” said Tony Marlow, Chief Marketing Officer at LG Ad Solutions. “Marketers are realizing that advanced creative is about both engagement and impact. The LG Home Screen is an example. It’s the new launchpad for entertainment in the home, a moment when viewers are especially open to discovering something new. For marketers, it’s a powerful place to connect with people in a receptive mindset and spark action before the stream even begins.”
The report reveals that data is now seen as the bedrock of creativity, with 70% of buyers agreeing that insights are what spark the most effective ideas. This is fueling a clear investment trend, with buyers planning to expand their spending on programmatic CTV, advanced targeting, and partnerships with original equipment manufacturers (OEMs). However, the study also identified persistent structural barriers, as 63% of buyers noted that their creative and data teams still operate in silos.
On the creative front, the research found that advanced formats are now viewed as direct drivers of business growth. An overwhelming 84% of buyers using such formats report that they directly contribute to outcomes like brand lift and purchases. The role of artificial intelligence is also emerging, with 56% of buyers expressing cautious optimism, trusting AI to generate video ads but emphasizing the continued need for human review and creative oversight.
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The study also spotlights several brands that are already capitalizing on this new paradigm. Lexus, for instance, achieved a 64% lift in brand perception by pairing dynamic countdown creatives with a Home Screen roadblock during the U.S. Open. Similarly, Wells Fargo successfully boosted awareness by using shoppable Home Screen ads targeted with ACR and financial data.
“The industry has long debated art versus science, but this research shows that CTV is where the two finally converge,” added Marlow. “By embracing advanced creative, premium data, and innovative formats, advertisers can move beyond choosing between storytelling and precision—and deliver both in every campaign.”
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