LG Pioneers Interactive CTV Ad: Campaign To Reach Over 22 MN Users with mCanvasTV

India, April 3, 2025: LG Electronics, a global leader in consumer electronics and home appliances, partnered with mCanvas to launch an industry first-of-its-kind interactive Connected TV (CTV) campaign for its latest air conditioner – the Energy Manager Plus. 

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LG revolutionizes CTV advertising in the home appliances industry

By using an innovative CTV experience with retargeting on mobile, LG aims to reach up to 22.67 MN potential users with 2.50% CTR. LG’s omnichannel campaign aims to reinforce brand messaging, improve product recall, and elevate brand lift using third-party verified tracking platform Kantar, for measurable product awareness and brand favourability..

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‍“With summer temperatures soaring, we’re promoting the latest energy-saving, and money-saving A/C by LG, which empowers users to set an electricity bill limit via our app,” said [___, LG Electronics with pic]. “The ‘You Decide Your Bill’ campaign with mCanvas employs CTV interactivity and mobile retargeting – a first-time-ever in the home appliances industry with 5%-8% interaction rate, will reach over 22 MN users for elevated purchase intent.”

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How LG’s interactive CTV experience shocks & awes

Users watch a 20-second interactive CTV ad on leading OTT platforms, that highlights the shock of receiving high electricity bills. They are prompted to "tap to fix" it by physically tapping the right arrow key on their Smart-TV remote. The CTA directs users to the full 45-second TVC. An engaging interstitial ad using seamless mobile retargeting enables higher recall and engagement with the brand.

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__ from Dentsu (with pic) stated, "For LG’s Energy Manager+ A/C campaign, we used an engaging, result-driven omnichannel strategy for superior brand impact. The innovative execution by mCanvas gets users to take direct action using their Smart-TV remotes, seamlessly transitioning to mobile. The result? An immersive experience that not only captures attention with interactive CTV but also drives higher engagement and recall on mobile, for cross-screen storytelling with 2.50% CTR."
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‍‍pioneering an omnichannel future with mCanvas
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‍"Our partnership with LG marks a significant leap for interactive CTV advertising in the home appliances industry, demonstrating the effectiveness of omnichannel approach to drive both real-time engagement and measurable business outcomes,” said Sonica Sharma, Director CTV Partnerships, mCanvas. “By leveraging multi-channel touchpoint solutions, we’ve created an immersive user experience for LG Electronics — leading to improved brand recall, 5X CTR and 5%-8% consumer interaction rate on CTV.”

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The campaign by LG will achieve over 22 MN impressions, enhance user engagement with 90% VTR, and set new benchmarks for interaction with CTV advertising. With Connected TV gaining rapid traction globally, this campaign highlights how brands can harness omnichannel advertising to create deeper, data-driven connections with their audience.

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“By integrating CTV’s interactivity with retargeting on mobile, brands can now engage precise audiences,” concludes Rishi Sharma, Senior VP, Ad Sales, mCanvas.  “Our seamless ad experiences merged with immersive impact move users from awareness to action. mCanvasTV is the future of omnichannel advertising, with 3X higher attention per mille, 8X elevated bottom-funnel success, and up to 10X post-CTV engagement for brands worldwide."
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For more details on LG’s interactive CTV + mobile campaign strategy, visit [LG Website/ our Press Release Link].

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To elevate your brand recall and engagement using mCanvasTV’s interactive ad formats on CTV, please contact:
Sonica Sharma
sonica.sharma@mcanvas.com

about mCanvas:
mCanvas, an awareness generating platform, builds experiential ad creatives using standard assets, which are distributed across top mobile apps and websites globally. They measure campaign performance against metrics such as viewability, attention, brand lift, and physical store footfalls.

To know more, visit mCanvas.com