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Welcome to Talks with Teeth. My name is Katie and I'm the VP of Global Marketing at TJ's. Super excited today to be joined by Surge from LG. So Surge, you want to introduce yourself? Hey guys, I'm Serge Matta. I'm the President of Global ad Sales at LG Ads and I've been with LG now for over 4 years. Coming off it's been an interesting wild ride and couldn't have been funner without partnerships and partners like you guys. Absolutely, yeah. You've been a great partner to team. So what excites you most about our partnership and some of the things that you've done with platforms like TD's over the last? So we've been working now with Deeds for I want to say three years or so. And every year it seems to be expanding the relationship. And you know, at the end of the day, I've always said this, the partners, technology, data solutions, all great, but it always starts with. People and always, always starts with people and I think the the relationships that we have. Among your senior leadership team, your the day-to-day folks, it's, it's, it really is incredible. And I think that's the most important thing for us before we get into anything, anything else. So that's for us it's key. Second is, you know, we started the relationship small and then we build every year we seem to expand and expand and expand. So we first started off where you guys access our, some of our home screen inventory. In countries like outside of the US, for example, like your bread and butter France, right? If if teams is not successful in France, then we have a problem, right? We have a problem and they are incredibly successful in France for us. So and then we started going into other countries as we evolved and we went into Germany, Austria, Switzerland, we went to APAC, we went to Australia. We're here. Literally all over the place, really with with teens and it's a it's a it's a great partnership. Now that started with just where you guys represent us for some of like I said, with our home screen inventory, you also access our video inventory as well all over the all over the globe. We even came to the United States because we were like, we trust these partners. How do we make this work? Even in the United States as well? Where it's evolved is we've partnered together on some really cool. Add units on the home screen, especially you guys came up with this amazing 3D ad unit that basically just jumps at you on the home screen. We now have it as well for ourselves, but that was first created by teens and brands like especially luxury brands. It just it takes over 1/4 of the entire screen, if not more than that and it's just to premium beautiful adjuvant, right? Beautiful vagina. So that was that and now we're expanding it like again, building blocks. We keep on building. Now we are expanding to you guys have your what you guys call teeds ads manager. So it's your self-serve tool that we've you guys have. Created an you can your team can access our inventory you've integrated you know from an LG and our brand safety is really, really important. So you integrated in an automated way your the creative approval process. So there's all of that going and because that's important for us, right, but at least it gets you and your sales team and your buyers access to our inventory through your. Tool, right. There's other things that we continue to discuss. I think if we sit here next year, I'll ramble off another 5 or 6 things, right, right. That's what good partners do and it's building blocks, as you said. I mean, there's so much opportunity in the CTV space. And I think what we're most excited about is that we've done incredible things in terms of creative, but now that's really showing that CCTV can be a rich canvas for things beyond just brand awareness and reaching wide audiences. So when you think about shoppable experiences on CTV and driving audiences to more mid and lower funnel actions, what do you think some of the biggest opportunities in this? It's really massive in terms of what can happen there. I think we're still very, very early days, right? Like I think a lot of like I'm a big proponent of the future of shoppable. But today where we are is I don't like, I'm a big football fan. I don't think we're even in the first quarter. I really don't think we're even in the first quarter. I think we're like maybe the whistle is blown and then in the game. Sometimes people make fun of me about this is like shoppable. Sometimes there's really good conversation for conference material, but is it really actually happening at scale, right. And what we're seeing early innings of it early, early, but it's still like I said, still early. Now where it can work is like pause ads, overlays, screen savers, all of that is going to happen It's. Just we need more adoption. I think there needs to be more education, everything like these things that sounds great, right? But before advertisers go crazy and go need, they want, they want proof points like so I think we're at a stage right now where we're testing it. We have case studies and then as more and more people see that, then they'll dig in, right? But it's, it's still early. Now the other thing is like for example, for pause ads. Pause ads on fast. Mm-hmm. Well, yes. Important. More important on VOD. Hmm. You're watching a movie on VOD. You wanna go take a pause out? Yeah, Take a pause. Go there. Yeah. Equally more important on live TV. Hmm. Right. So live TV, like on sports, you put spas, ads on sports, that's going to perform really, really well. Right. So I think it's the evolution that's going to happen. But I think right now we're more. We're excited. Don't get me wrong. But it's, I think, like I said, we're we're still early, still nascent, still very nascent. Yeah, very, very nice. That makes sense. And I think we're seeing that in a lot of areas in the industry right now as well. And most of all with the conversation around AI and how AI should be used, adopted, influencing all of the different things that we do as an advertising industry. So where do you think AI can fit in either in accelerating some of that adoption that you're talking about or improving the experience across the CCTV? Screen, So it's a couple of things we're focused on and we're actually gonna be announcing some of these in our client advisory event that teases obviously joining us. And then we have our new fronts next week. And I think there is a couple of things that's really important. First is from an analytics perspective, AI is going to provide us, we're providing like all the rich data that we have from either our first party data, our viewing data, third party data, how do we put it all together? And then expose it to our clients in a in a tool or in a platform that's built on AI, right. So that I think is going to be key for us. So just leveraging all the rich data that we have from a targeting perspective. The second thing that we're working on is, and we're also launching it is how do we take making contextual targeting, leveraging AI more relevant to advertisers within CTV. So what I mean by that is we today. Have our ACR so ACR tells you for example, who's watching where they're watching are they watching linear Are they watching on streaming Let's do suppression what kind of high level content of sports genres or entertainer and kids are great awesome and there is a. Very valuable need for ACR targeting an ACR data. Very valuable Umm where? I think the next evolution of ACR is the emergence of a of AI. Combined with contextual targeting. So how does AI play down to a scene level? Mm-hmm. So you're watching a specific scene on XYZ fast channel. Now instead of leveraging the ACR, leveraging all the AI in real time of what they're watching, all the product placements that they're watching in real time, instead of putting a generic. Auto another or a generic CPG add or whatever. How do I make it relevant right before the what what the consumer was watching? If there's a bar scene and that bar scene, you leverage AI to scan all the product placements. While instead of a generic CPG brand umm in the ad break, why not put immediately and you have to send that data in the metadata in the bit stream, send that data and expose a. Beverage jobs, a alcohol brand like because you're in a bar, it's contextual targeting, but you have to do it based in real time and obviously leveraging since we own the screen and we own the operating system, we're able to do all of that. And then obviously leverage partners like yourselves. I mean, that's really compelling, especially as a consumer, you think about all the ways that can make the viewing experience only more seamless and positive. That's where you get more dollars shifting from linear more into. TV, it's like right, if somebody can crack contextual targeting at scale, not just for VOD, not just for fast, but also for live, that's I think is going to be the next that's going to shift more dollars from linear into CCTV. Absolutely. I mean it's clear that there is no limit to the amount of opportunities for innovation even this year. So I'll end with A1 broad question on that topic is what are you most excited about in terms of what the rest of 2020? Five can bring Listen, there's a lot of things that keep us either awake at night or also excited, right At the same time. They're kind of both the same thing, right? Big opportunities for us is 1. At the end of the day, you can have all the nice tools and nice shoppable ad units and native ad units and all of that. You want to turn on the TV, you need to have premium content. Without premium content, we do not. We're just a TV with some really cool ad units, right? But we need more and more people engaged in our content. So relationships that we have with the NBC's of the world. Annies, the AMC's of the world's to name a few premium, premium content. We launched for example, like the Suits channel on our on our that's premium content that we can put in on our we're announcing a bunch of new content lineups next week. I can't divulge exactly which ones, but hopefully people will tune into our new fronts presentation. But so to me it's always, always is going to start with that second is I wanna what excites. This more as I want to do more and more global rollout, Hmm, LG has the ability. We have 200 million TV's globally. We're growing that. Every single year with partners like you guys, we can grow even more. We can more into countries that we're not even in today. So that's something that I think is really exciting for us. There's there's, I can name a few. There's also obviously the AI, the contextual targeting is really exciting for us. So there's, there's a bunch. But at the end of the day, it all, like I go back to where I started, starts with good partners like you guys. It starts with good people like you guys and you put all that together. We're going to do good things, amazing things, ending on a high note for sure. We'll surge. Thank you so much for taking the time to join us. And that's all for this edition.