The Drum Show: LG Ad Solutions and Comcast talk CTV creativity, data & partnerships
The Drum’s Jenni Baker sits down with LG Ad Solutions and Comcast for a special spotlight episode of The Drum Show covering CTV trends and themes from the Croisette in Cannes.
The importance of partnerships and collaborations can’t be underestimated
As creative and data became more intertwined in conversations in Cannes, innovation, privacy, partnerships and the power of live dominated discussions around connected TV (CTV).
These themes were explored in more detail with Mike Brooks, global head of business development & partnerships at LG Ad Solutions and Ambika Sahni, vice-president of partnerships at Comcast Advertising during a special episode of The Drum Show.
“For the first time, we’re truly embracing the multidimensionality of CTV,” says Brooks, while Sahni points to the significant shift towards a more holistic approach to CTV advertising, integrating various data sources and technologies to create a seamless ad delivery process that ensures viewers receive relevant ads without interruption.
From momentum around mergers and acquisitions in the CTV adtech space to a shift from conceptual discussions around AI to practical applications, the importance of partnerships and collaborations can’t be underestimated. “In today’s rapidly shifting industry, no one can do it alone,” says Sahni. “Collaborating with like-minded partners to solve common challenges is essential.”
An apt hook into the discussion, the episode also includes a special look at Mastercard’s Grand Prix win in Creative Data for its ‘Room for Everyone’ digital platform, with McCann Poland, that connects Ukrainian and Polish entrepreneurs to help them find mutually beneficial locations for their new businesses – including Mastercard CMO Raja Rajamannar’s reaction to the win.
Watch the full episode on The Drum TV here.