The Trade Desk presents a case study detailing how LG Display, a leading display manufacturer, sharpened its strategy to reach potential OLED TV buyers. Facing declining global TV demand, LG Display sought to increase awareness among owners of older TVs. Utilizing The Trade Desk's programmatic demand-side platform, LG Display launched a data-driven Connected TV campaign with sophisticated targeting and measurement. The solution involved delivering ads across CTV inventory, using CTV configuration data to identify owners of pre-2018 TVs, and activating Inferred Brand Intent for consumer behavior insights. Results included a 15% lower cost per thousand views, 34% better cost per completed view than KPI, a 4% increase in brand awareness, and a 2.3% increase in ad recall.

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