LGU+ Launches Integrated Advertising Platform...Selected as Future Growth Engine for Advertising Business

LG Uplus employees are introducing the web-based 'U+AD' platform.

[Asia Economy Reporter Lim Hye-sun] LG Uplus announced on the 15th that it will launch the integrated advertising platform brand ‘U+AD,’ which operates TV and mobile advertising products in an integrated manner, and introduce hyper-personalized targeting advertisements.

‘U+AD’ is an advertising operation platform established to lay the foundation for digital transformation (DX) of the advertising business, enabling integrated management of advertising products across various media such as TV and mobile?from subscription to operation and result reporting. Since last year, LG Uplus has been providing customized advertisements to 9.4 million households nationwide watching its own Internet TV (IPTV) and its subsidiary LG HelloVision’s cable TV (Hello TV), as well as to 15 million customers using mobile services.

LG Uplus plans to promote hyper-personalized targeting, advance report services capable of multifaceted analysis, and launch an integrated platform for passive and active advertisements this year.

LG Uplus has selected the advertising business as a core future growth engine and appointed Kim Tae-hoon, an expert in data-driven advertising and commerce, as head of the advertising business division last month.

Based on LG Uplus’s self-developed Data Management Platform (DMP), customer interests will be segmented from the current 34 categories to over 100 categories to provide more sophisticated customized video advertisements. To this end, a hyper-personalized data analysis system and predictive algorithms will be developed.

As the first domestic TV service, LG Uplus plans to advance the U+AD performance report by developing performance indicators that connect individuals by household and household members. Through this, advertisers can check advertising performance on TV and mobile in real time and obtain multifaceted analytical information combining TV viewing data and mobile usage data.

LG Uplus will also introduce an integrated platform that can operate and manage both passive advertisements, which are exposed when users consume specific content or services based on their needs, and active advertisements, which analyze user tendencies in advance and deliver necessary information and advertisements in the form of smart push notifications. The unified platform is explained to provide customized benefits and content according to customer interests.

This content was produced with the assistance of AI translation services.