“Addressable has always been this mirage that advertisers have been chasing for several years,” says LG Ads CEO Raghu Kodige. “With Connected TV, it doesn’t have to be a mirage anymore.”

Connected TVs have the ability to track viewing on both linear and streaming. As a result, advertisers can apply real first party data coming directly from the households that can be used to create a more scalable addressable advertising solution.

Better information, he says, leads to better and more relevant ads, which ultimately improves the consumer experience. 

“Advertising shouldn’t be a nuisance for the consumer,” Kodige says. “The more targeted and relevant it is, people will accept that. We don’t have to stuff the channel with ad loads that are not sustainable like linear TV.”

Hear Kodige’s full comments on LG Ads’ approach to addressable advertising in this TV[R]EV Though Leaders Circle interview. 

KODIGE: It is getting a lot more interesting this year because there is a lot more understanding among clients about what CTV represents, how does this compare with the linear TV that they're buying, how does it differentiate even from addressable?

I think you know we talked about this a little bit, addressable TV has always been this mirage that advertisers have been chasing for several years. But with connected TV it doesn't have to be a mirage anymore it's actually a real scalable product that you can buy at scale, you can apply real first party data you're no longer applying third-party data that is modeled to fit into a different work stream. Here you have data coming from those households that you can apply and potentially measure and and have that closed loop that everybody in marketing always talks about. So in general i think it lifts up the consumer experiences too

Advertising shouldn't be a nuisance for the consumer. So the more targeted it is the more relevant it is, people will accept that and and people will not stuff the channel with ad loads that are not sustainable, which is kind of what has happened on linear TV over the years