Connected TV ads drive greater brand engagement through integration of native, mobile, and video components

A new report, The Connect Effect, underscores a transformative shift in advertising effectiveness, revealing that Connected TV (CTV) campaigns integrating native and mobile video ads significantly improve brand performance metrics. Commissioned by LG Ad Solutions in collaboration with research firm MediaScience, the study shows that blending CTV video, native ads, and mobile video within a single campaign can boost brand recall, awareness, and consumer engagement.

As the adoption of Smart TVs in the UK has climbed to 74% since 2014, advertisers are increasingly exploring new ways to capture consumer attention within this evolving digital landscape. The study highlights that a complete TV experience—incorporating CTV, native, and mobile formats—can increase brand awareness by 4.7 times, amplify ad recall by 8.7 times, and drive brand consideration by over 11 times, all while cutting the cost per visit by nearly a quarter. The findings emphasize that for brands to maximize impact, they must extend their reach beyond conventional TV ads, focusing instead on holistic viewer experiences across diverse media touchpoints.

According to Tony Marlow, CMO of LG Ad Solutions, today’s Smart TVs function as “experience hubs,” enabling consumers to seamlessly transition between content types, including streaming, gaming, and shopping. “Advertising within Smart TV environments mirrors this user behavior,” Marlow noted. “By creating campaigns that engage users throughout their entertainment experience, advertisers can foster deeper connections in a way that is both strategic and responsive to consumer interests.”

The Connect Effect report also highlights the importance of the Smart TV home screen, a key gateway where 42% of viewing sessions begin without a specific destination in mind. LG Smart TV users typically visit their home screens three times daily, staying for an average of 33 seconds. This creates ample opportunity for advertisers to engage audiences through native ads on the home screen. MediaScience’s research found that 85% of viewers noticed native ads, devoting an average of 7 seconds—14% of their total screen time—to these placements. When native ads incorporated video or a QR code, view time increased by 132% and 46%, respectively, indicating that richer ad formats further enhance user engagement.

Despite linear TV still accounting for two-thirds of ad spend, its effectiveness has waned due to extended ad breaks and a lack of frequency control. The study revealed that adding linear TV to a campaign mix could dilute ad effectiveness across several brand metrics. Notably, 93% of viewers reported using secondary devices while watching TV, with 71% holding their smartphones throughout. This high rate of multitasking underlines the need for connected, cross-platform advertising strategies that capture attention across multiple screens.

CTV campaigns that incorporate native and mobile video components deliver a 60% lift in brand recall, all while being perceived as less intrusive by consumers. The report suggests that brands already using CTV video could see a 10% lift in brand recognition and a 13% boost in ad recall by adding native and mobile video formats.

Looking forward, advertisers have an opportunity to redefine TV campaigns by embracing an integrated approach to screen-based media. Marlow emphasized the importance of this cross-channel connection, remarking, “The future of TV advertising lies in building cohesive, interactive experiences that engage viewers across all their devices. By tapping into this connected landscape, brands can create more personalized campaigns that resonate with today’s multitasking audience.”

As the Connect Effect study shows, the next phase in TV advertising demands a shift toward complete, multi-platform engagement, where each screen—from Smart TV to mobile—is part of a unified campaign strategy.