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KERV.ai and LG Ad Solutions have expanded their partnership into Canada, Europe, Australia and New Zealand, extending interactive connected TV advertising across LG's streaming inventory in those markets.
The wider rollout follows an earlier collaboration in the US and will make KERV.ai's interactive, commerce-enabled advertising tools available in additional premium streaming environments.
Connected TV advertising has become a growing focus for media buyers and streaming platforms as audiences shift from linear television to app-based viewing. Advertisers have been seeking formats that do more than deliver standard video spots, especially those that can prompt a viewer response on the television screen.
Under the arrangement, brands buying LG inventory in the new regions will be able to use interactive formats tied to the content on screen. KERV.ai said its system uses video analysis to identify objects and context within programming and match them with advertising experiences designed to encourage shopping or other viewer actions.
The expansion gives KERV.ai a broader international route into premium streaming placements at a time when ad technology groups are seeking direct access to large publishers and device makers. For LG Ad Solutions, the deal adds another ad product to its smart TV and streaming advertising business outside its home US market.
Research cited by KERV.ai points to consumer interest in more relevant advertising within streamed content. According to the company, 43% of viewers surveyed said they would shop for products featured in content if those products were directly related to what they were watching, while 48% said they would act when advertising was relevant to the content on screen.
Those figures help explain why commerce-led television advertising has attracted interest from brands, retailers and streaming distributors. The pitch is that a television ad can move beyond awareness to become a point of transaction or product discovery, particularly as smart TV software makes interactive features easier to deploy.
Global rollout
The latest agreement also reflects the push by ad technology providers to build systems that work across several parts of the digital advertising market, from publishers and streaming platforms to demand-side platforms, supply-side platforms, agencies and retailers. KERV.ai described its relationship with LG as part of a broader effort to expand its contextual and commerce offering across premium video environments.
Brad Quinn, Senior Vice President of Strategy & Growth at KERV.ai, outlined the company's view of where premium video advertising is heading.
"The future of premium video lies in an ecosystem where content, creativity, and commerce work seamlessly together," said Brad Quinn, Senior Vice President of Strategy & Growth at KERV.ai. "Our expanded partnership with LG Ad Solutions is an important step toward that vision, extending interactive and commerce-enabled advertising across premium streaming markets globally. Together, we're helping brands and media owners deliver more engaging experiences that create value for viewers around the world."
LG Ad Solutions has been widening its international advertising footprint as smart TV makers seek a larger share of media budgets tied to streaming. Device manufacturers have increasingly built advertising businesses around their operating systems, home screens and owned inventory, using viewership data and direct distribution relationships to attract marketers.
That strategy has intensified competition with traditional broadcasters, streaming services and specialist ad tech groups. In that context, partnerships such as this can help TV platform operators add new formats without having to build every tool internally.
Market pressure
The companies framed the expansion as a response to changing expectations among viewers and advertisers. Brands have faced pressure to make advertising feel more closely connected to content and less disruptive to the viewing experience, especially on connected television, where audiences can quickly switch services.
For advertisers operating across several countries, consistency is also a factor. Running a common format across multiple markets and screens can simplify campaign planning, even if creative and shopping links still need to reflect local products and market conditions.
Esther Maguire, Head of Product Marketing & Strategy at LG Ad Solutions, said the international extension fits that direction of travel.
"LG Ad Solutions operates with a global perspective, and extending our capabilities across international markets is central to how we continue evolving our business," said Esther Maguire, Head of Product Marketing & Strategy at LG Ad Solutions. "Together with KERV.ai, we are bringing innovative, premium CTV experiences to more brands and viewers around the world, while creating solutions that reflect the needs and opportunities of each market."
KERV.ai, based in Austin, focuses on video analysis and advertising tied to objects and context detected within video frames. LG Ad Solutions is the advertising arm of LG's smart TV ecosystem and cross-screen advertising operations, giving it a direct route into large-screen viewing in households across several regions.
The deal underlines how connected TV advertising is moving toward formats designed to combine content recognition, creative execution and shopping activity within a single campaign environment.