Marketecture: Get Smart. Fast. Cannes Special: Tony Marlow from LG Ads talks AI and 3D ads
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Jun 17, 2025 
Tony Marlow, CMO of LG Ad Solutions, shares insights on the cutting-edge of advertising, particularly for smart TVs. He discusses innovative formats like shoppable and 3D ads, which enhance viewer engagement. The conversation dives into the unique challenges faced by OEMs in the advertising landscape and the critical role of AI in transforming media strategies. Marlow emphasizes how AI is reshaping targeting and creative processes, driving more effective ad campaigns, and highlighting the emergence of pause ads for impactful brand storytelling.
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LG's TV Advertising Reach and Innovation
- LG TVs reach about 200 million units globally with strong US presence, enabling rich advertising moments across home screen and ad-supported streaming channels.
- Connected TV blends traditional TV's audiovisual experience with digital's addressability, innovating ad formats like shoppable and 3D ads for engagement.
LG's 3D Perfume Ad Example
- LG built a 3D ad for a famous perfume brand where the bottle visually pops out, enhancing the home screen discovery experience.
- This 3D effect is not traditional red-blue glasses 3D, but an ad unit that extends beyond usual boundaries for greater engagement.
AI Transforming CTV Targeting and Creative
- AI is rapidly becoming practical in CTV for creative generation, ad variants, and targeting sophisticated segments that the human mind can't easily define.
- AI agents may soon extend agency teams by controlling media plans and improving granular targeting beyond traditional demographics.