Case Study: LG Display boosts OLED TV awareness with The Trade Desk

LG Display sharpens its strategy to reach potential OLED TV buyers with a data-driven Connected TV campaign

LG Display, working with agency Nasmedia, needed a smarter way to increase awareness of its OLED TV brand among consumers most likely to buy a new TV—especially owners of older televisions. To reach this audience more effectively, LG Display turned to The Trade Desk and its programmatic demand-side platform, using Connected TV targeting to sharpen its marketing approach.

Using The Trade Desk’s Connected TV configuration data, Inferred Brand Intent, and brand lift measurement, LG Display was able to identify and target households with TVs launched in 2018 or earlier while learning more about their research behaviors. The campaign reached more than 1.76 million households with a 99.32% video completion rate, delivered a cost per completed view 34% better than KPI and a cost per thousand views 15% better than KPI, and drove a 4% lift in brand awareness and a 2.3% lift in ad recall.

LG Display

Sungnam Han

Large-Display Promotion Team Leader