The future of CTV and shoppable telly — with LG Ad Solutions’ Tony Marlow

The Media Leader Podcast | Partner content

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 alike, the opportunities in connected TV and free ad-supported TV, TV’s is 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?'”

Thanks to our production partners Trisonic for editing this episode. Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audience.

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

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