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“CTV is not your grandmother’s TV,” says Tony Marlow, leader advertising and marketing officer at LG Ad Solutions – and it’s time entrepreneurs stopped treating it that manner. “The TV is becoming more than just a popcorn machine where you watch a movie,” he provides. “It’s the launchpad to the entire experience.”
Speaking with The Drum in our Tech Talks from Possible, Marlow mapped out the shift from linear-first to CTV-first – a transition that’s no longer simply taking place however accelerating. “Before the year is done,” he predicts, “CTV will be the first point in the media plan… it’s not just first for the audiences – it’s also first for the marketer trying to seek that connection.”
With 90% of customers now reachable via streaming platforms, the writing’s at the wall. The giant display screen is evolving past a one-way viewing portal. From shoppable moments and cloud gaming to local commercials embedded in person interfaces, as of late’s good TVs are launchpads for immersive, interactive logo reviews.
But CTV’s superpower isn’t simply measurement. It’s smarts. “CTV remains super hot,” says Marlow. “The combination of that and some of the things that artificial intelligence is unlocking is creating a new chapter for our whole industry.”
AI is unexpectedly remodeling all sides of the ingenious equation – dashing up advert manufacturing and growing dynamic target market segments optimized for conversion. “When those two things meet, it’s going to unlock a scale that is not possible when a human is overseeing it.”
And whilst fragmentation stays a problem, Marlow makes the case for direct-to-glass methods with TV unique apparatus producers (OEMs) like LG to chop via complexity and keep watch over frequency. “If you work with LG Ad Solutions, for example, and you put one other OEM into the mix, that’s literally half of the entire US market… Rather than working with 20 OTT providers, 20 apps, 20 different frequency caps, 20 different media plans, you can work with two or three players and connect with the audiences that you need to connect with.”
His recommendation to entrepreneurs? Don’t wait. “[CTV] is where the attention is flowing,” he says. “Think of the richness of the canvas as being so much more than what’s available. Sure, we do 15s and 30s. That’s great, but it’s so much more than that. Realize that as a part of how you build your plan and your strategy for connecting with your audiences.”
Watch the entire Tech Talks interview on The Drum TV to listen to extra from Marlow on:
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Why CTV is the brand new linchpin in media plans
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The upward thrust of local, interactive advert codecs
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How AI is revolutionizing advert ingenious and focused on
