In this Talks with Teads episode, Serge Matta, President at LG Ads, joins Katie Secret, EVP of Global Marketing & GTM Strategy at Teads, for a conversation on how LG Ads is expanding its global footprint and why strategic partnerships are central to that growth. With more than 200 million LG TVs deployed worldwide and a focus on scaling into new markets, LG Ads is leveraging its reach—and its collaborators—to shape the future of connected TV advertising.
Key Insights
1. Global scale creates local opportunity
As CTV continues to grow worldwide, expanding into new markets is no longer optional—it’s a strategic necessity. With over 200 million smart TVs globally, platforms like LG Ad Solutions are seeing new opportunities to localize content and advertising at scale. For marketers, this means preparing campaigns that are built for flexibility, cultural nuance, and regional relevance.
2. Context still matters—even in advanced environments
AI is evolving rapidly, but contextual targeting remains a core differentiator. Serge emphasizes that smarter targeting isn’t just about algorithms—it’s about reaching viewers in the right mindset, on the right screen. In an era where privacy standards are tightening, contextual strategies offer both compliance and effectiveness.
3. Premium screens require premium creative
With CTV increasingly being the largest screen in the home, expectations for ad quality have never been higher. Marketers must match the lean-back environment with creative that is visually rich, brand-aligned, and built for attention.
4. Partnership is the unlock
Across media, tech, and creative, Serge makes it clear: strong partnerships are the foundation of meaningful progress. Whether it’s launching in new markets or testing new formats, collaboration between platforms, advertisers, and tech partners is what enables innovation to scale.
For more conversations with industry leaders, explore the full Talks with Teads series.