In this video from our series "CTV By The Sea" sponsor LG Ad Solutions' Head of Product Marketing and Strategy, Esther Maguire, explores the importance of creativity in advertising, and the potential of branded content and interactive ad units.

ESTHER MAGUIRE: We're at Cannes Lions and it's a celebration of creativity, and I think that we don't spend a lot of time to celebrate that creative element, and that's why people want to watch, and that's why they engage and they love it.

I think that anything that we can do to really help publishers, content producers, and visionaries really make content that you want to share with your family, and that you want to love and engage in, I think is really important and special to continue to help them create more informed choices moving forward.

I think that branded content and branded programming is a really wonderful initiative because it's wonderful to have that support for the content that's being produced. I think being able to see it as more of an application, to being able to understand how it ties in, but being very relevant, to be truly meaningful to the content at hand, because then it doesn't really feel like an ad.

I definitely think you're seeing shoppable and interactive ads. We've been seeing that already coming out, which is really exciting. I think that it is really important to always understand how many devices, when you're having the full lean back video inventory experience. It's also about presence and being able to verify. So I think it's a great improvement to be able to have those interactive elements, so it's not just a passive 30, 60 seconds, and you can see if it sparked engagement or desire to follow up.

So I think there will absolutely be a lot more of that, and it'll be as great or even better than an attention metric, because at the end of the day, even if it's not attention, you want the outcome to be there.

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