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369: Capitalizing on Shifting Consumer Behaviors with Tony Marlow, CMO at LG Ad Solutions

369: Capitalizing on Shifting Consumer Behaviors with Tony Marlow, CMO at LG Ad Solutions

Tony Marlow is the Chief Marketing Officer for LG Ad Solutions, where he uses data-driven insights to lead all aspects of marketing and communications. Since the beginning of his career, Tony has always been interested in technology, thought leadership, and helping people understand why they should embrace emerging tech. He has served as CMO at Integral Ad Science, CMO at Data Axle, Global Head and VP of B2B Marketing at Yahoo, and a consultant for Nielsen Online. As an avid athlete, his training for triathlons and Iron Man races has taught him a lot about efficiency in planning and tenacity in execution, which he brings to his professional life as well.

In this episode, Alan and Tony discuss “The Big Shifts” in consumer viewing behavior and how CTV is accounting for the new ways in which people consume media. LG Ad Solutions is a CTV advertising company with over 150 million smart TVs worldwide, where they deliver video and native units on the biggest screen in the home. The first phase of the shift in consumer viewing behavior coincided with the beginning of the pandemic when people were staying home and streaming more than ever before. The second phase is happening now, with people moving away from subscriptions and leaning into ad-supported TV to get free or less expensive on-demand TV. In contrast to the “spray and pray” approach of traditional TV advertising, the increased user data associated with CTV allows advertisers to reach a target audience with more sophisticated and relevant creative messaging and then track performance and brand objectives all in one place. Tony highlights the importance of marketers being cognizant of how they are connecting with their audience on the different screens they are engaging with, as well as finding the balance between relevancy and data privacy.

In this episode, you’ll learn:

  • Causes and Impacts of “The Big Shift” in consumer viewing behavior 
  • Performance and optimization opportunities with CTV
  • How LG is balancing ad relevance with data privacy

Key Highlights: 

  • [02:00] Bike, swim, and rum
  • [03:20] Tony’s path to LG
  • [07:45] What are LG Ad Solutions?
  • [10:20] What should we know about the big shifts happening in TV?
  • [16:30] We can do TV better.
  • [19:50] Balancing ad relevance with a sense of privacy
  • [22:00] Data-informed ads
  • [24:30] The correlation between relevance and effectiveness
  • [25:30] It’s less of a walled garden and more of a gated community.
  • [28:10] Brand safety in CTV
  • [30:40] Performance and optimization opportunities with CTV
  • [35:15] How high-performance training impacts Tony’s life
  • [37:50] The Eisenhower Matrix
  • [41:30] All marketing is storytelling.
  • [42:00] Causes to watch
  • [48:00] We’re on the precipice of a new era of human productivity with AI 

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