Singapore – Teads and LG Ad Solutions have renewed their exclusive connected TV (CTV) partnership across Asia-Pacific and Europe, with plans to expand into additional markets.
The agreement allows advertisers to access LG Ad Solutions’ native CTV formats, including HomeScreen placements on LG Smart TVs, through Teads’ platform. The partnership also covers multiple markets across Europe and APAC, with new territories including Italy, Greece, and Cyprus in Europe, while Vietnam and South Korea are part of a non-exclusive arrangement in Asia-Pacific.
Through the collaboration, advertisers can access inventory via Teads Ad Manager, which the companies describe as a unified entry point to global premium CTV supply. The offering also includes measurement capabilities and insights delivered through third-party partnerships.
“Renewing our global partnership with LG Ad Solutions and expanding into new markets accelerates our CTV strategy,” said David Kostman, CEO of Teads. “Together, we’re creating a dominant global CTV offering—combining premium, high-attention CTV HomeScreen inventory with Teads’ omnichannel platform to across Europe and APAC with unmatched quality and measurement.”
“Expanding our partnership with Teads allows us to bring LG Ad Solutions’ HomeScreen inventory to more markets,” added Serge Matta, President of Global Ad Sales, LG Ad Solutions. “Together, we’re making it easier for advertisers to access high-impact placements on LG Smart TVs and activate campaigns at scale.”
Moreover, the companies stated that the partnership combines LG’s CTV technology with Teads’ omnichannel capabilities to support campaign delivery on connected TV environments.
Research cited in the announcement, conducted with MediaMento Institute, suggests that HomeScreen placements may drive higher levels of attention compared to skippable formats. In a lab-based study involving 100 Smart TV viewers, HomeScreen video ads recorded a 48% attention rate, compared with lower engagement levels for skippable pre-roll formats. The study also found that 3D creative formats captured attention more quickly and sustained engagement for longer durations.
The expanded partnership reflects continued investment in CTV as advertisers seek greater reach and measurable outcomes across streaming environments.
