Comparing TV Ad Impression Distribution Across Campaign Sizes

LG Ad Solutions' recent report – The Efficiency Curve: Finding the Optimal Balance Between CTV and Linear TV – dives into how advertisers are more effectively utilizing CTV buys in conjunction with linear TV ad spend. While the report finds a "sweet spot" of reallocating 6-7% of spend toward CTV, there are also differences depending on the size of the campaign.

• Spend levels play a major role in optimizing CTV and linear TV ad investments, with CTV impression volume mattering most when it comes to driving KPIs.
• As LG tells it, larger campaigns benefit from scale on CTV, smaller campaigns need more strategic CTV allocations.
• Right now, small campaigns fall short by 20.1% on average of the most efficient mix of CTV and linear TV ad impressions.
• Meanwhile, large campaigns are much closer to the ideal already, falling short by just 3.3% of impressions despite a much lower investment on CTV (relative to the overall campaign) to begin with.

Check out more about LG Ad Solutions' CTV Ad Efficiency Curve by downloading the report.