LG Ad Solutions has outlined its next phase for connected TV advertising at the 2026 IAB NewFronts, unveiling a new performance framework and a slate of product and content initiatives aimed at strengthening advertiser engagement across its smart TV ecosystem.
Central to the announcement is Own the Outcome, a framework designed to improve accountability in CTV advertising by introducing benchmark categories across brand impact, post-exposure actions and on-screen conversion. LG said the move is intended to give advertisers clearer measurement standards and a stronger link between campaign performance and business outcomes.
Alongside the framework, LG Ad Solutions introduced a number of new ad formats and capabilities. These include a seamless home screen experience that integrates full-frame video into the TV interface at the point of start-up, as well as expanded programmatic access to home screen inventory through Programmatic Guaranteed and private marketplace deals.
The company also detailed a Live TV Tune-In Preview feature, enabling viewers to sample live programming directly from the home screen, and a contextual advertising solution, ContextIQ for Live News, designed to identify brand-safe placements within live news environments using real-time signals.
LG Ad Solutions further expanded its partnership with Streamr, now part of Magnite, to automate creative production for CTV campaigns, with global availability planned for Q2 2026.
On the content side, LG unveiled the LG Sports Playbook app, an interactive hub offering real-time statistics, highlights and additional content across major sports including Formula 1, NFL, NBA, MLB and the Premier League. The app is expected to debut during the 2026 FIFA World Cup.
The company also highlighted growth in its FAST and content offering through LG Channels, which now spans 36 markets and more than 4,500 channels globally. New launches include The Life’s Good Channel, alongside expanded sports programming and creator-led content initiatives.
Partnerships with companies including Cineverse, Jubilee Media and Portrait Media Group form part of the strategy, with the latter supporting the launch of Portrait TV, a new streaming destination targeting younger audiences with a mix of VOD and FAST programming.
LG said the combined product and content strategy is designed to give advertisers greater scale and flexibility, while reinforcing its position within the increasingly competitive CTV advertising market.
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