CTV players hope importing social assets can lower brands’ barrier to entry

CTV companies have benefitted from the long-term migration of media dollars away from linear and toward streaming.

But if they’re able to stop the tidal shift away from TV as a whole toward the walled garden platforms, they’ll need to persuade small- and medium-dollar advertisers that CTV can deliver against their budgets. 

Execs at LG Ad Solutions believe that enabling those brands to run more ads originally made for paid social, or as part of their creator marketing activity, on CTV can coax them into spending more. The ad arm of the TV setmaker has been offering brands a “Social Sync” tool, which pulls ad creative from platforms like Pinterest, LinkedIn, and YouTube, and runs it on LG’s TV inventory. 

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