Adtech Unfiltered Smarter Screens, Smarter Ads: Inside the Future of TV (with Tony Marlow)
Jul 3, 2025
Tony Marlow, CMO of LG Ad Solutions and a renowned expert in TV advertising trends, dives into the fast-evolving landscape of connected television. He discusses the rise of shoppable ads and ad-supported streaming, emphasizing how consumer behavior is shifting. Marlow unveils the impact of AI on ad creation and segmentation, enabling personalized campaigns. He also touches on the importance of outcomes-based marketing and how marketers can optimize their strategies in an increasingly fragmented TV market.
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Shift to CTV-First Era
- Consumer behavior shifted from subscription-based streaming to broader acceptance of ad-supported streaming since the pandemic.
- CTV consumption is now primary for viewers, making CTV-first the new era for marketers' media plans.
Preference for Ad-Supported Streaming
- Nearly 70% of American connected TV viewers prefer ad-supported streaming over subscription.
- This preference increases further during economic challenges, showing strong consumer acceptance.
Addressability Enhances Ad Experience
- Addressable streaming ads combine emotional TV impact with precise audience targeting, reducing wastage.
- Relevant ads improve user experience and attention, making ad-supported free content desirable.