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

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The Media Leader Podcast

The Media Leader

200 episodes

5 days ago

The Media Leader is the leading source of analysis, data, opinion and trends in commercial media and advertising.

Hosted by senior reporter Jack Benjamin, we speak to senior industry leaders and rising stars about the key challenges media faces as part of our mission to stand up for courage, inclusion and excellence in media.

Find out more at uk.themedialeader.com and subscribe to our daily newsletter.

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The Media Leader is the leading source of analysis, data, opinion and trends in commercial media and advertising.

Find out more at uk.themedialeader.com and subscribe to our daily newsletter.

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

The Media Leader Podcast

35 minutes 12 seconds

3 months ago

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 --- 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 Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media Leader YouTube: The Media Leader