Observed Signal · Nov 5, 2026 · Interview · Source: VideoWeek · Impact: 2/5 · Sentiment: Positive
Buyers Moving Towards Dedicated OEM Strategies
At TV Rise 2026 in Seville, Ryan Afshar, VP of Publishers & Platforms, International at LG Ad Solutions, discusses the maturation of the smart TV OEM advertising market. He notes that advertisers now understand the unique strengths of OEMs and predicts that within the next year, they will develop dedicated OEM media strategies, similar to their approach to influencer and social media channels. The conversation also covers the growth of performance CTV and the premiumisation of free ad-supported streaming TV (FAST).
Insightful interview about the increasing importance of smart TV OEMs in advertising, indicating a shift in buyer strategies that could impact the CTV advertising ecosystem.
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Key Takeaways & Evidence Grounding
- Interview with Ryan Afshar, VP of Publishers & Platforms, International at LG Ad Solutions, filmed at TV Rise 2026 in Seville.
- Afshar expects buyers to develop dedicated OEM media strategies within the next year.
- Discussion includes growth of performance CTV and premiumisation of free ad-supported streaming TV.
- LG Ad Solutions is a provider of advertising solutions for smart TV OEMs.
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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