The Media Leader Podcast The future of CTV and shoppable telly — with LG Ad Solutions' Tony Marlow
This episode was produced in partnership with LG Ad Solutions.
It’s no secret that TV is undergoing a transformational shift — both in terms of user experience and brand opportunities.
LG Ad Solutions chief marketing officer Tony Marlow joins Jack Benjamin to discuss how the home screen has become more important for users and brands, the opportunities in CTV and FAST, TV's move down the marketing funnel via shoppable ads and how AI is set to reshape the media channel in the future.
Marlow said: "At this point, we don't get a lot of marketers asking: 'Should I be investing in CTV?' What they're really asking is: 'How do I do it well?'"
Highlights:
2:31: How TV consumption has changed: AVOD growth, home-screen ads, shoppability and cloud gaming
6:06: Addressing TV's discoverability problem
14:42: TV's move down the funnel with "frictionless ways of buying"
21:40: The future of FAST in the US and Europe amid "streamflation"
29:13: AI's impact on the TV market
Related articles:
LG Ads eyes 'huge opportunity' for TV home screens
Why 2025 is a ‘transformative moment’ for CTV
Think local: How SMEs could transform the UK’s CTV ad landscape
Smart TV home-screen ads will become mainstream CTV buy, say LG and Magnite
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Thanks to our production partners Trisonic for editing this episode.
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