Advanced Creative, Targeting, and the Home Screen Are Driving What Viewers Remember on Connected TV

As Connected TV continues to redefine how people discover content and brands, LG Ad Solutions commissioned a study conducted by MediaScience to better understand what makes advertising effective on the biggest screen in the home.

Findings from The Art & Science of the CTV-First Era: Part 2 – Consumer Experience highlight a broader shift in how TV advertising is being built and experienced. As Connected TV brings creative and targeting together in a single environment, attention is increasingly shaped by where and how ads appear—not just how often. This research sets the stage for a closer look at the Smart TV Home Screen and the new creative approaches emerging there, where discovery, relevance, and interaction are redefining how brands connect with viewers.

Rather than tuning out, biometric and eye-tracking data show that viewers maintain consistent levels of attention and engagement throughout the Smart TV journey—from the moment they turn on the TV, through Home Screen discovery, and into CTV video ads—creating powerful opportunities for brands to connect when advertising is thoughtfully designed.

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“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.”

Creative and Targeting Drive Memorability

Targeting and creative quality determine what viewers remember. Targeting shapes how ads are received before creative ever comes into play. When ads feel relevant, viewers are more open to them and more willing to engage. When you partner targeting and advanced creative together, the results are even stronger.

When targeting is paired with advanced creative, ads over index on brand outcomes, leading viewers to have +62% higher unaided recall, +51% less likelihood of feeling overwhelmed. Interactive formats amplify those results even further, delivering 2X higher engagement and +138% higher unaided recall by turning ads from passive exposure into participation.

The Future of Advanced Creative

Through its partnership with BrightLine, LG Ad Solutions is enabling interactive campaigns within LG Channels, turning traditional TV spots into participatory experiences—without disrupting the viewing experience.

When asked about the usage of AI in advertising, Viewers said they are open to AI in TV ads—but only when it makes the experience better. The research finds 31% of viewers accept AI-generated ads, wanting them to support human creativity, not replace it. That expectation is already influencing how CTV ads are built. Advertisers can use AI to create cost efficiencies and variation without replacing creative decision-making.

The Home Screen Emerges as a Powerful Discovery Moment

The study also highlights the growing role of the Smart TV Home Screen as a creative canvas. As the first screen viewers encounter, it plays a central role in how content and brands are discovered. Viewers exposed to advanced creative on the Home Screen show +61% higher unaided recall, are +66% more likely to like the ad, +31% more likely to visit a website, and +28% more likely to interact compared to standard creative.

These findings align with LG Ad Solutions’ continued investment in Home Screen innovation—expanding advanced, interactive formats and enabling programmatic access to one of the most premium, high-attention surfaces in television.

The Bigger Picture

As Smart TVs become the center of how people discover, decide, and participate in culture, LG Ad Solutions is building the intelligence layer that connects data, creative, and performance across the entire TV experience. In doing so, the company is helping advertisers move from simply being seen to being remembered—without compromising the viewer experience.