The integration will enable account teams across OMG to activate Omni’s advanced targeting chips across more than 20 million LG smart TV homes in the US. The transaction links LG Ads Solutions’ anonymous data at the household level through a privacy-compliant process to the Omni Family Graph. This match will allow OMG agencies to run TV campaigns across all LG smart TVs in the US
In addition, all media available through LG Ads Solutions, including exclusive original ads, CTV video and cross-screen ads, will be accessed through Omni’s media inventory graph, which provides an accurate view of inventory quality, value and availability in the market. LG Ads Solutions now delivers guaranteed results across its original media and cross-screen purchases, with independent third-party verification to meet advertisers’ needs for transparency and trust in the rapidly growing CTV ecosystem.
Raghu Kodige, CEO of LG Ads Solutions, said: “Omnicom’s vision to bring more transparency and higher-quality consumer experiences to CTV aligns directly with our initiatives for more open access to high-value smart TV data and assured results for advertisers, where CTV is paid for media. Only when campaign goals are achieved.”
The agreement comes at a time when the industry expects CTV spending for this year to reach $19.1 billion.
Slavi Samardzija, CEO of Annalect, the data and analytics division at OMG that developed and operates Omni. “This partnership is a natural continuation of our efforts to transform the effects of data and analytics on media, while giving our customers access to the best view of consumer behaviors and media inventory, paired with the highest level of accuracy.”
About LG Advertising Solutions
LG Ads Solutions is a leading provider of convergent and cross-screen TV advertising, helping brands find hard-to-obtain unduplicated reach at optimal frequency across the fragmented TV landscape, and increase return on ad spend. The company combines LG’s years of experience delivering premium home entertainment products to consumers around the world, with TV audience big data and Video AI designed to connect brands to audiences across all screens and understand resulting business outcomes. We are growing rapidly globally, and hiring! Contact us at firstname.lastname@example.org.
About Omnicom Media Group
Omnicom Media Group (OMG) is the media services division of Omnicom Group Inc. (NYSE: OMC), a leading global marketing and corporate communications company, serving more than 5,000 clients in more than 70 countries. The Omnicom Media Group includes full-service media agencies, Hearts & Science, OMD and PHD; performance marketing agency decision; Optimal sports media and marketing; and Analect, data and analytics division that develops and operates the Omni marketing operating system designed to orchestrate better outcomes for marketers.