A New Era of CTV Starts Now

After years of relying on search and social, marketers are looking for new surfaces to unlock scale and measurable performance. Enter Connected TV (CTV): the screen too big to ignore.

As users increasingly choose streaming platforms over traditional television, CTV has transformed from a brand-only channel to a powerhouse of performance advertising.

RZR and LG Ad Solutions are proud to introduce a new CTV‑to‑mobile performance solution. This partnership brings together deterministic audience insights and AI‑driven mobile targeting, to close the performance gap between CTV and user acquisition.

The Unstoppable Rise of CTV

CTV advertising has grown rapidly over the past several years. In the U.S. alone, CTV ad spend has skyrocketed from $6.9B in 2019 to $33.5B in 2025, a 5x growth in just five years (EMARKETER).This reflects a substantial shift in where brands are allocating media budgets as CTV viewership and ad‑supported streaming options continue to rise.

As media budgets flow to CTV, the central question for performance teams has become:

Can we achieve measurable outcomes on CTV comparable to our other performance channels?

CTV Audiences Are More Engaged Than You Think

Streaming viewers are leaned back, focused on the big screen, and far more receptive to advertising than audiences on other digital channel. The data proves it: CTV delivers engagement levels that other channels can’t match.

• CTV ad completion rates exceed 95% on average, dramatically outperforming mobile video (70%) and desktop video (62%). Unlike skippable digital ads, CTV ensures your entire message reaches viewers in a premium, full-screen environment (MarketingLTB).
• Ad viewability rates on CTV surpass 97%, with 68% of CTV viewers remembering at least one brand ad they saw in the past week. This superior attention translates directly to performance: CTV ads drive 20% higher brand recall than mobile video ads (MarketingLTB).
• 2 in 3 CTV users are active gamers who spend 80% of their TV time streaming rather than watching traditional linear TV. These viewers have purchased TVs specifically to enhance their gaming experience, making them a highly valuable and engaged audience segment (LG Ad Solutions).
• 83% of gamers say streaming TV ads are more relevant to them than traditional TV ads, with 74% reporting they pay more attention to ads while streaming. The TV home screen represents a premium native ad opportunity, with 80% of gamers wanting recommendations for video games and gaming products directly on their TV (LG Ad Solutions).

These signals make it clear that CTV audiences stream heavily, pay attention to ads, and want products discoverable directly from their TV screen.

Despite this opportunity, performance budgets have largely stayed on the sidelines. Not because CTV lacks scale or relevance, but because traditional CTV targeting and measurement haven’t met the standards required for performance-driven growth.

This performance gap is top of mind for advertisers looking beyond traditional mobile environments to reach users:

“CTV has become an increasingly important channel for gaming advertisers as we look for ways to reach players beyond traditional mobile environments,” said Martin Boccardi, Senior User Acquisition Manager at Rovio. “As the ecosystem matures, the focus needs to remain on reaching the right audiences at the right moments while maintaining a strong player experience. It’s exciting to see continued innovation across the CTV space that helps move the industry forward.”

The CTV-to-Mobile Performance Gap

In the past, performance teams have hesitated to fully embrace CTV because traditional targeting and measurement approaches are not aligned with performance standards. Common challenges include:

• Household‑level estimates that lack precision
• Brand metrics like reach and lift that do not tie to mobile outcomes
• Probabilistic or IP‑based matching that introduces guesswork
• Inference‑based measurement instead of user‑level proof

These limitations make it difficult to run campaigns optimized for CPA, CPI, or ROAS with confidence on CTV channels.

What Performance Marketers Actually Need

For marketers to consider CTV as a true performance channel, they need:

• Deterministic targeting tied to specific user behaviors (not estimated households)
• Closed‑loop measurement and proof of performance
• Clear performance metrics (CPI, ROAS)
• User‑level outcomes that show direct impact

CTV has undeniably delivered reach and engagement. But, performance marketers don’t just want reach. They want measurable results that contribute to user acquisition goals. Historically, CTV has not met the standards of mobile performance teams. This has created a gap between its promise and its practical adoption for performance outcomes.

This disconnect has meant that many UA teams acknowledge CTV’s potential but have stayed cautious until the channel could offer measurable performance.

Introducing a New Category of CTV targeting

RZR x LG Ad Solutions introduces a new category of CTV-to-mobile targeting. By combining LG’s first‑party viewing and behavior signals with Aarki’s AI‑powered DSP and optimization engine, advertisers can now target CTV audiences with performance goals in mind.

It’s powered by:

• LG’s proprietary first-party TV viewership and gameplay data
• Combined with Aarki’s AI‑driven DSP and creative tech stack
• Optimized for performance marketing metrics from the ground up

This partnership establishes a new category of CTV targeting that moves beyond traditional, reach‑centric campaigns toward measurable mobile performance; giving marketers a way to leverage premium TV environments for ROI‑driven results.

A Partnership Built for Outcomes

LG Ad Solutions brings:

• Access to 200M global LG webOS TVs
• First-party TV viewing + gameplay behavioral data
• #1 FAST service, 400+ channels, 40% YoY growth in time spent
• Deterministic data through automatic content recognition (ACR)
• Premium entertainment via NBCUniversal and Warner Bros. Discovery

RZR brings:

• Encore, a Supervised AI optimization engine built for ROAS
  A deep neural network–powered system that orchestrates bids, creative, format, frequency, and context in real time, guided by human oversight to reduce waste and improve performance.
• Full-funnel performance intelligence
  Encore’s roots in retargeting give it a behavioral advantage, shortening model training time and improving efficiency across both user acquisition and re-engagement.
• Creative that adapts at speed
  Real-time performance signals feed directly into creative optimization, cutting testing cycles from weeks to days and ensuring continuity from the TV screen to mobile.

Together? We’re turning premium CTV scale into measurable outcomes for advertisers.

How it Works: Identify, Activate, Measure, Optimize

Performance CTV campaigns with RZR × LG Ads follow a four‑step process:

1. Identify: LG’s first‑party data surfaces deterministic audiences based on real viewing and play patterns.
2. Activate: Aarki targets these audiences within premium CTV environments.
3. Measure: Installs and performance outcomes are captured and linked to campaign activity.
4. Optimize: The Encore ML engine adjusts bidding and placement in real time toward ROAS and CPA goals.

This closed‑loop cycle enables performance campaigns to adapt and improve over time, much like traditional mobile performance channels.

What Sets This Solution Apart

Many existing CTV approaches rely on probabilistic models, IP matching, or inferred audiences, which introduce uncertainty and weak performance measurement. In contrast, RZR × LG Ad Solutions leverages first‑party behavioral data and deterministic audience insights. This means targeting and measurement are grounded in real signals rather than estimates, moving closer to the performance standards expected by mobile marketers.

The Problem With The “Halo Effect”

Many DSPs position CTV performance through what’s commonly called the halo effect. This is the assumption that exposure to a TV ad indirectly lifts mobile installs or conversions elsewhere in the funnel. In practice, this is typically measured using inferred correlations, modeled lift studies, or aggregate post-exposure trends rather than direct, user-level signals.³

But, there is growing skepticism of the halo effect as performance outcomes increasingly demand more than just scale; but also precision, transparency, and a respect for the player journey.

“CTV has been an area of growing focus for advertisers as the channel evolves and measurement, targeting, and user experience continues to improve,” said Joe Nash, VP of Digital Marketing at Fliff. “The opportunity ahead is about finding scalable, privacy-safe ways to reach the right audiences while respecting the user journey. Continued innovation in CTV will be critical to unlocking its long-term value for gaming marketers.”

How RZR's Approach Closes the Gap

RZR × LG Ad Solutions does not rely on halo assumptions. Instead, campaigns are powered by first-party TV viewing and gameplay signals to identify audiences and measure outcomes directly. Performance is evaluated through closed-loop, user-level proof; connecting TV exposure to mobile installs and in-app activity without probabilistic inference.

Let’s compare:

The New Era Starts Now

As CTV continues to grow, this partnership brings performance‑oriented CTV to advertisers looking for measurable and scalable results. RZR × LG Ad Solutions performance CTV is launching with select partners in Q1 2026 and will expand globally in Q2 2026.

Ready to grow on CTV?

👉 Learn more about RZR × LG Ad Solutions in the press release