LG Ad Solutions | On Message

On stage, on podcasts, and across industry conversations.

On Message is your space to practice how you show up when representing LG Ad Solutions. Use it to practice your responses, sharpen your message, and get immediate feedback on how clearly, confidently, and concisely you communicate. The goal isn't to memorize a script. It's to know our story, make it your own, and be ready to speak with confidence when the opportunity comes.

Your voice is your own, but when you take the stage you are representing LG Ad Solutions. Know our story, understand the guardrails, and speak with confidence. Reach out to Juliet Centino with any questions or custom message prep requests.

Score yourself

Are you getting key LG Ad Solutions messaging across in stakeholder conversations? Are you clear and jargon-free? Record yourself for 60-90 seconds or upload a voice file of the same length (you can pick one of the suggested questions to answer), or paste a call transcript or email in the box below. Wait about a minute and scroll down to see the On Message analysis of how proactive you were, your use (or not) of filler words, hedges, uptalk-coded language, approval-seeking, weak postures and authority gaps. You'll also get specific tips to improve.

Transcript (meeting, call, talk, sales pitch)

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Pick A Question To Answer

Choose any question and answer it out loud. The Gauge will score your response.

Tell me about yourself. What do you do for work?
If a competitor launched your exact product tomorrow, what makes your business the one that survives?
What is LG Ad Solutions offering that is different from other CTV ad companies?
Where should brands be investing money to target and engage consumers?

↑ Score yourself

*Word jail: here you'll find the filler words, hedging and lame or weak postures that great speakers lock away. Use the "expand" option to add a word or phrase or tendency you want to eliminate.

Expand

The Key Messages, Word Jail and Lame Postures below are the starting point. Edit them to match your team, your topic, or the moment. On Message will score against whatever you write here.

Changes are saved in this browser only — no account, nothing shared.

LG Ad Solutions Key Messages

Every answer is scored on how well it incorporates these points.

# LG Ad Solutions Key Messages (the Main 5)

Every answer should carry at least one of these, in the speaker's own words. Verbatim recitation is not required — the idea and the substance are what count.

## 1. The viewing journey starts on the Home Screen
The viewing journey begins on the Home Screen, before content starts. Sitting above and across apps gives us both an opportunity and a responsibility to help viewers navigate choice, discover what to watch, and connect viewers, content partners and advertisers across the TV experience.

## 2. TV is a uniquely valuable environment
TV remains a distinctive, premium environment: the largest screen in the home, a lean-back experience, often shared, and built around high-quality content. All this, at scale, creates a powerful opportunity for brands to earn attention and engagement.

## 3. The Home Screen connects attention, decisions and action
The Home Screen sits at the intersection of discovery, attention and decision. By reaching viewers while they are actively deciding what to do next, advertisers have opportunities to move from visibility and engagement toward action and measurable outcomes.

## 4. The Home Screen creates new possibilities for creative
Home Screen advertising isn't simply traditional TV advertising in a different placement. Interactive and dynamic experiences can be designed around discovery and viewer intent, creating new ways for brands to engage and drive action.

## 5. CTV combines the power of television with precision and accountability
CTV brings together the sight, sound and motion of the largest screen in the home with the targeting and measurement capabilities of digital. That allows advertisers to invest against defined objectives and understand impact across outcomes — from awareness and consideration to visits, sales and other business results.

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# US Messaging Reference — The Home Screen Advantage (rewarded messages)
A second set of approved LG Ad Solutions messages. Landing one or more of these EARNS credit: reward them positively in message_score (bonus credit on top of the Main 5, up to about +15) and call them out in strengths. They reinforce the Main 5 but are not required — never penalize a speaker for skipping them.

## Discovery now happens on the Home Screen before content begins
- The Home Screen sits above and across apps — at discovery and decision points.
- It is the first thing viewers see when they turn on the TV, before content begins.
- In a fragmented streaming ecosystem, the Home Screen provides premium visibility across apps, services and content, and has become one of the most important environments in connected TV.
- LG Ad Solutions connects advertisers with audiences at the point of discovery, not just during content consumption.
- New product capabilities: Seamless Home Screen (Q4'26), Programmatic Home Screen (now), 3D Home Screen (now), Home Screen Dynamic Creative Personalization (now), TV Tune-In Preview (Q4'26), Creative Automation w/ Magnite Streamr (Q2'26), Sports Playbook App (now), Performance Enhancer (Q2'26).

## The TV experience creates deeper engagement and measurable impact
- TV viewing is an experience — largest screen in the home, lean-back, shared viewing moments.
- The Home Screen connects the fragmented TV ecosystem, linking discovery, engagement and outcomes across the viewing journey.
- Immersive Home Screen experiences and dynamic creative formats keep expanding what TV advertising can deliver.
- Approved proof points (LG Ad Solutions thought leadership): 90% notice ads while watching TV; 75% typically watch TV with others; 77% pay more attention to TV ads than social; attention on Home Screen ads increases with video and 3D creative; integrated Home Screen + CTV + Mobile campaigns drove 4.7x brand awareness lift, 8.7x ad recall lift, 11.2x brand consideration lift.

## Connected TV is increasingly evaluated as core media
- CTV is no longer just an awareness channel — it is evaluated on measurable outcomes.
- Advertisers expect accountability, validation and measurable impact tied to investment.
- Premium TV environments are expected to deliver measurable, accountable business outcomes.
- The shift is no longer simply proving performance — it is helping advertisers defend investment decisions.
- Supporting themes: benchmarked performance, independently validated results, measurable outcomes, accountable performance, defend investment.

## Own the Outcome is LG's response to that shift
- Own the Outcome brings greater accountability to connected TV performance, focused on brand outcomes, actions after exposure, and on-screen conversion behavior.
- We already do this today; the pilot formalizes and commercializes the model.
- Internationally, avoid over-indexing on "guaranteed outcomes" language where commercial definitions and market structures vary.

## Premium content: surround live moments and drive engagement
- LG Channels continues building a premium content ecosystem across sports, live moments, creator-led programming, exclusives and cultural experiences.
- The focus is premium content, recognizable brands, and programming that feels intentional.
- Premium content drives premium attention and deeper engagement.

LG Ad Solutions Tone of Voice

Every answer is also scored on how well it adopts the LG Ads voice: direct, smart, clear and compelling, and partnership-oriented.

# LG Ad Solutions Tone of Voice

The voice is direct, intelligent, and collaborative. It has a no-nonsense personality that values precision and brevity in communication. It communicates with clear, straightforward language that avoids jargon and focuses on practical insights.

## Direct
Straightforward comms that gets to the point without fluff. Be brief. When you edit, remove words, then remove some more. Being direct takes discipline.

## Smart
Content should be well-informed, showing a deep understanding of the topic. Make complex ideas simple rather than trying to show everything you know.

## Clear and Compelling
Use straightforward, accessible language. Avoid jargon. Make the main point easy to understand and remember.

## Partnership & Team-Oriented
In CTV, when our clients and partners succeed, we succeed. Always encourage collaboration and partnership. Avoid positioning LG Ad Solutions' success at someone else's expense.

## Plain Language (no jargon)
Speak so a smart person outside the ad industry understands the first time. Translate or drop industry shorthand and acronyms. Acronyms get spelled out on first reference — in particular, say "Automatic Content Recognition (ACR)" the first time, then "ACR" afterward. Score down answers that stack unexplained jargon; score up answers that make a complex idea simple in everyday words.

## Empathy for the Audience
Viewers are people — and so are the advertising businesspeople listening; they are consumers too. Talk about people the way you would want to be talked about.
- Never say "eyeballs." Say "audiences" or "viewers."
- Don't over-use "hit," "target," or "capture" consumers. Prefer "precisely reach with targeted messages," "reach audiences who are most receptive."
- Reward answers that show genuine empathy for the viewing experience and speak in human terms.

Word Jail

# Word Jail (Executive Presence)

Every word and phrase that signals deference, uncertainty, or a lack of authority — with the reason it costs you.

## Apology Openers
Phrases that pre-load your statement with unnecessary confession or false transparency.
- "to be honest" / "if I'm honest" / "candidly" — Implies you aren't always honest.
- "I'm sorry, but…" — Apologizes for having a point of view.
- "I hate to say this…" / "I don't want to be that person, but…" — Pre-loads guilt.
- "Can I be real with you?" — Theatrical sincerity. Just say the thing.

## Filler & Hedge Words
Words that bleed authority and dilute the line.
- "just" — Shrinks the request. ("I just wanted to check in…")
- "kind of" / "sort of" / "a little bit" — Softens conviction to vapor.
- "I think" / "I feel like" / "I guess" / "I believe" — Tentative on points you actually know.
- "maybe" / "possibly" / "perhaps" (when stating a fact) — Hedge on certainty.
- "you know" / "right?" / "does that make sense?" — Begging for validation.
- "like" (as filler) — Erodes precision.
- "basically" / "literally" / "honestly" / "actually" — Verbal throat-clearing.
- "um" / "uh" / "so…" (as opener) — Filler that signals you haven't formed the sentence.

## Permission-Seeking
Asking permission you don't need.
- "Can I ask a question?" — Just ask it.
- "Would it be okay if…" / "Is it alright if…" — Subordinate framing.
- "Sorry to interrupt, but…" — Apologizing for having something to say.
- "I don't know if this is right, but…" — Pre-discounting your own input.

## Self-Diminishing
Lines that volunteer that you are less than you are.
- "This might be a dumb question…" / "This is probably nothing…" — Trains the room to discount you.
- "I'm not an expert, but…" — Then why are you talking? (You ARE the expert. Say it.)
- "I could be wrong…" — Add it only if it's load-bearing, not as default.
- "Does that make sense?" / "Am I making sense?" — Pushes evaluation onto the listener.
- "I'm probably overthinking this…" — Discredits your own analysis pre-emptively.
- "Sorry, I'm rambling…" — Don't ramble. If you did, don't narrate it.

## Deference / Status-Lowering
Phrases that put the other person above you in the hierarchy.
- "I would love your thoughts…" — Fine occasionally; corrosive as a tic.
- "If you have time…" — Pre-loaded apology for asking.
- "When you get a chance…" — Same.
- "I really appreciate you taking the time…" (as opener) — Over-thanking before the ask.
- "I hope this isn't too much to ask…" — Subordinate.
- "Please let me know if there's anything else you need from me." — Ends every email on your knees.

## Lazy Openers
Openers that signal you haven't done your homework.
- "What do you do for a living?" — Signals you haven't researched the person.
- "So, tell me about yourself." — Lazy in a setting where you should have prepared.
- "Remind me again…" (about something you should know) — Outsources your prep.
- "I haven't had a chance to look at it yet, but…" — Don't lead with what you didn't do.

## Banned Brand Phrases — dated "own" language
Do not use "own the screen," "own the glass," "own the living room," or similar
("own the living room space," "we own the TV," "own the ecosystem," "own the
Home Screen") in client conversations, presentations, sales materials, emails or
other communications. This shorthand for our relationship with LG and our
position in the CTV ecosystem is dated and can be misunderstood — it also
implies LG controls something it does not. Treat every occurrence as a Word Jail
hit and rewrite it.
- "own the screen" / "own the glass" / "own the living room" — Dated, and it
  overstates our position. Anchor instead in what we actually provide.
- Approved replacement: LG Smart TVs run on webOS, and LG Ad Solutions provides
  advertising capabilities across that environment. Any data LG Ad Solutions
  receives and uses for advertising comes only from users who have opted in to
  its use for advertising.
- Say "advertising capabilities across the webOS environment," "the Home Screen
  sits above and across apps," or "we help advertisers reach audiences at the
  point of discovery" — not "we own" anything.
- Never flag the approved LG Ad Solutions product name "Own the Outcome" (or
  "own the outcome" used as that product name) — it is approved messaging, not
  dated "own" language. Only flag "own" claims about screens, glass, living
  rooms, TVs, the Home Screen or the ecosystem.

## Qualifier Stacks
Stacking softeners until the sentence collapses.
- "I think maybe we could possibly consider…" — Four hedges, zero claim.
- "It's just kind of like a small thing, but…" — Pre-shrunk before delivery.

## The Rule
If you wouldn't write it in a statement to the board, don't say it in a room.
Cut it entirely or restate with a flat declarative. Silence is always better than a filler. The pause is not awkward — the qualifier is.

Lame Postures

# Lame Postures (verbal/behavioral patterns to flag)

- **Uptalk** — ending declarative sentences with rising intonation, turning statements into questions.
- **Vocal fry** at the end of every sentence — signals fatigue and disengagement.
- **Trailing off** — "...and yeah, so, anyway." Land the plane.
- **Over-explaining / justifying** before you've been asked.
- **Filibustering** — talking past the answer because silence feels unsafe.
- **Restating the question back** to buy time on every answer.
- **Mirroring the questioner's energy down** — they speak quietly, you go quieter.
- **Self-deprecating jokes** as a reflex before substantive points.
- **Pre-apologizing for length** ("This will be quick, I promise…") then going long.
- **Asking permission to disagree** instead of disagreeing.
- **Constant "we" when "I" is the truth**, or constant "I" when "we" is the truth.
- **Citing seniority of others** as the reason for your own view.
- **Compliment-sandwiching** every piece of feedback.
- **Reading the room as needing reassurance** when it needs a decision.

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