At its 2026 IAB NewFronts presentation, LG Ad Solutions introduced Own the Outcome, a new framework designed to bring greater accountability to CTV performance.
As streaming has evolved into a significant line item in media investment, advertisers are increasingly focused not just on performance claims, but on how results are defined, measured and validated. Own the Outcome introduces benchmark categories designed to help marketers understand how CTV campaigns drive results across brand impact, actions taken after exposure, and on-screen conversion, creating a clearer way to evaluate outcomes and connect performance to business results.
During the presentation, LG Ad Solutions also announced several new advertising capabilities designed to expand how brands connect with viewers across the LG TV experience.
LG Ad Solutions introduced a new seamless home screen experience, which integrates immersive, full-frame video directly into the LG TV interface. The format places brands at the first moment of viewer interaction, when the television powers on and audiences begin navigating the home screen. The Seamless Home Screen experience will begin rolling out across LG’s global TV footprint later this year.
Home Screen advertising inventory is now programmatically accessible globally, allowing advertisers to transact on these placements through Programmatic Guaranteed and Private Marketplace deals. The expansion brings programmatic automation to one of the most visible placements on the television screen while maintaining LG Ad Solutions’ DSP-agnostic approach.
Live TV Tune-In Preview, a new home screen feature, allows viewers to preview live programming in real time before jumping directly into the broadcast with a single click. The feature, which will launch in beta later this year, is designed to help advertisers drive tune-in around major events and cultural moments.
LG Ad Solutions also expanded its partnership with Streamr, now part of Magnite, to simplify creative production for CTV campaigns. Available globally Q2 2026, Streamr’s automated tools allow advertisers to generate professional assets in minutes. The integration also supports programmatic activation through Magnite’s ecosystem or via third-party DSPs.
For advertisers navigating the complexities of live news environments, LG Ad Solutions introduced Anoki ContextIQ for Live News, a contextual intelligence solution launching this year that helps identify brand-safe advertising opportunities within live news programming. The technology uses real-time contextual signals to allow campaigns to appear in relevant segments such as local news, weather and sports, while avoiding sensitive or controversial content.
LG Ad Solutions also unveiled the LG Sports Playbook app, an interactive sports hub designed to deepen fan engagement on LG TVs. The experience will feature real-time stats, highlights and interactive content across leagues including Formula 1, NFL, NBA, MLB and the English Premier League, with additional sports events to follow. The app will first debut during the 2026 FIFA World Cup.
LG Ad Solutions is part of LG Electronics’ (LG’s) premium content ecosystem, which spans 36 global markets, 4,500+ channels worldwide and more than 400 channels in the U.S. alone. Through LG Channels, advertisers can reach audiences across a mix of sports, lifestyle and creator-led programming on the largest screen in the home. This scale creates meaningful opportunities for advertisers, enabling LG Ad Solutions’ Own the Outcome approach.
During the presentation, LG introduced The Life’s Good Channel, a premium owned-and-operated destination launching later this year, and showcased several programming and partnership initiatives coming to its content ecosystem.
LG Ad Solutions also announced a new partnership with Portrait Media Group to launch Portrait TV, a streaming destination built for Gen Next audiences, i.e. viewers who move fluidly across cultures, communities, and platforms. The platform combines a curated mix of VOD and FAST programming with Portrait’s audience intelligence, creating an ecosystem rather than a single channel, with more than 3,000 hours of content at launch.
LG Ad Solutions is a client of Bluestripe Media, the publisher of New Digital Age.
