Case Study
 
LG-logo-white

LG drives 1100% increase in revenue in 2024 with tvScientific

And, turns it into a sustainable long term affiliate channel with tvScientific and CJ.

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The challenge

In a fiercely competitive consumer electronics market, LG was looking for effective ways to reach net-new customers at scale - and every channel they invest in has to prove its performance. Performance TV was no exception.

When CJ and tvScientific partnered up in 2023, LG jumped at the opportunity to test CTV through a performance lens. Before launching, they asked three essential questions:

  • Can Performance TV actually deliver net-new customers?
  • Can we track and validate those results within our affiliate ecosystem?
  • Can it meet the same ROI benchmarks as our top partners?

The answer? Yes, but only with the right partners who understand how to build performance from the ground up.

What followed was a deeply collaborative test of what Performance TV could do: intent-based audience targeting, CPA payment model and an always-on-optimization approach... The result? A 354% period-over-period revenue lift in the first year, and a 1100% lift in year two. 

And it didn’t stop there.

Now about to enter their third year of partnership, LG continues to run Performance TV, not as an experiment, but as a scaled, sustained part of their performance strategy.

Here's how they did it

01

Performance-based scaling

The campaign began conservatively, then rapidly scaled when performance metrics validated expansion—thanks to tvScientific's daily optimization engine that poured budget into high-converting placements and paused underperformers.

02

Targeting based on purchase intent

They didn’t use broad demo targeting. LG used tvScientific’s advanced audience capabilities to build custom segments based on purchase intent. That meant every impression went to viewers with a high likelihood of converting - not just viewers who fit a demographic profile.

03

Adoption of AI-Driven optimization

While the campaign is consistently scaled and managed by the teams based on performance, it’s not growth at any cost. LG set clear Cost Per Acquisition (CPA) thresholds from the beginning, and both teams monitored spend closely - especially during high-volume periods. With this CPA model through tvScientific’s Guaranteed Outcomes program, you only pay when customers convert.This year, tvScientific introduced its AI optimization layer, adding real-time adjustments that drove a 14% improvement in CPA.

04

Affiliate integration from day one

Performance TV was treated like any other performance partner. From the start, LG ran the campaign fully through their affiliate program, which meant:

  • Every action was tracked
  • Every result validated
  • Every dollar accountable

It worked because tvScientific operated on a true CPA model - something rare in the Performance TV space and made viable through deep collaboration.

05

Targeting based on purchase intent

The strategy worked because the partnership worked. CJ enabled seamless execution while tvScientific delivered the media buy, creative rotation, and tech stack, all working in lockstep under LG’s direction.

Results since launching

  • 57% increase in net new customers
  • 39% increase in returning customers
  • 14% improvement in CPA
  • 1100% revenue growth in 2024

We saw a 354% increase in 2023 YOY, a 1100% YoY increase in 2024, and another 62% lift already this year so far which is well above the normal program averages. tvScientific has also shot up in the ranks from 16th to a top 5 publisher this year. We look forward to continuing the partnership.

Brian Robbins Picture copy

Brian Robbins

Head of Affiliate Marketing, LG

What made it work

Outcomes-48px Dynamic budget optimization and CPA models ensured financial viability for all partners.
human+ai-48px Combining human optimization with AI drives the best results - from buyer-intent audience targeting to creative rotation kept the ads converting.
collaboration-48px Always-on collaboration, especially during high-stakes retail moments, enabled quick pivots and deep analysis.
innovation-48px From the beginning, a solid foundation built on innovation and trust between LG, tvScientific, and CJ has set the team up for future successes

Why it matters

This consistent grown YOY isn’t just a win for LG. It proved something bigger:

With the right partners and infrastructure, Performance TV can outperform search or social - targeted, measurable, and ROI-positive.

Affiliate is no longer just a channel. It’s a strategy that can unify brand, media, and performance under one measurable ecosystem.

And in a space where customer acquisition costs are rising and traditional growth channels are plateauing, that changes everything.

Looking back, Rose identifies four main factors that made Performance TV successful for Wildgrain: