Sunday, March 3, 2024

Contained in the Shift to CTV


Do you know that 70% of linked TV viewers within the U.S. favor ad-supported fashions? In case you had requested that in 2020, that quantity would’ve been near zero.

On this episode of The Velocity of Tradition podcast, Tony Marlow, chief advertising officer at LG Advert Options, joins Suzy founder and CEO Matt Britton to debate the “massive shift” from conventional tv to linked TV, and from subscription to ad-supported fashions.

Marlow is a well-rounded advertising skilled, thought chief and digital nerd who makes use of data-driven insights to steer all points of selling and communications. Earlier than LG Advert Options, he held numerous advertising management positions, together with CMO at Integral Advert Science and Knowledge Axle, and vp and head of B2B advertising insights at Yahoo.

Marlow can also be the co-founder of Appy Dragon, a cell app improvement group that made the favored Racer Tracer.

Stream the brand new episode under, pay attention and subscribe on Apple Podcasts or discover it on Spotify.

Key takeaways:

  • 03:03 – 04:31 – The Artwork and Science of Promoting – Creativity and information science are equally vital for promoting. Nevertheless it appears most entrepreneurs favor to focus extra on the info facet. Traditionally, at a macro stage, entrepreneurs had to decide on between efficiency and model advertising. Now, a brand new breed of entrepreneurs—efficiency storytellers—use science to drive creativity, join with their viewers extra meaningfully and convey related messaging. Entrepreneurs don’t have to decide on anymore. In reality, they want each creativity and information science to achieve success.
  • 05:58 – 07:50 – The Massive Shift – With the onset of the pandemic, tv client conduct modified considerably and quickly. Marlow calls this The Massive Shift, which consists of two phases. The primary section was the shift from conventional to linked tv (CTV). Now, we’re within the second section—transferring from subscription fashions towards ad-supported fashions.
  • 09:50 – 12:42 – Direct to Glass  – Part one of many shift meant the dying of dongles. It additionally made customers go “direct to glass”—or on to the OEM TV—to expertise customized content material. Going direct to glass helps entrepreneurs form customers’ promoting experiences inside linked tv and make these advertising connections in a privacy-friendly manner.
  • 18:41 – 20:20 – The CTV Expertise – Linked TV affords entrepreneurs the power to do issues they will’t do on conventional tv, like shoppable advertisements, artistic items that combine into the UI, and QR codes, which assist unify the expertise between cell and TV. It’s all about making a seamless, customized and interesting expertise for the patron.

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