LG has expanded its Ad Solutions team to Canada as it looks to capitalize on the market’s growing connected TV audience.

LG Ad Solutions is the electronics manufacturer’s division devoted to advertisers, specifically focused on connected TV ads on its own devices.

Jason Randall will be leading the division in Canada as country manager and VP of sales. Randall was first hired by LG last year to assist in getting the division off the ground in Canada, and was promoted to his current title in December. Prior to joining LG, Randall had senior roles at AdTheorent, Verizon Media, Amobee and Yahoo!

With its Canadian expansion, LG is looking to establish direct relationships with local advertisers to help them “effectively reach and engage” a connected TV audience the company believes is more likely to convert.

“As consumers shift away from linear and subscription television viewing towards free, ad-supported content, advertisers have a tremendous opportunity to reach an audience that is looking to engage with brands that are on these services,” Randall said. “Compared to U.S. consumers, Canadian TV viewers are more likely to search online, visit a website, and talk about an ad or product after seeing a connected TV ad.”

Randall is citing a recent survey of 750 Canadian consumers LG conducted in June. That research also found that 26% of those surveyed are watching less linear television than a year ago. In its
place, FAST services are growing in popularity among Canadian consumers, with 61% preferring to stream free, ad-supported content rather than pay for a subscription. In addition, 24% of respondents spend two to five hours each week watching free, ad-supported TV apps. Overall, eight in 10 Canadian internet users are reachable by connected TV, according to LG’s research.