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

On this episode of The Pace of Tradition podcast, Tony Marlow, chief advertising officer at LG Advert Options, joins Suzy founder and CEO Matt Britton to debate the “huge 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 promoting 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 be the co-founder of Appy Dragon, a cell app growth group that made the favored Racer Tracer.

Stream the brand new episode under, hear and subscribe on Apple Podcasts or find it on Spotify.

Key takeaways:

  • 03:03 – 04:31 – The Artwork and Science of Promoting – Creativity and knowledge science are equally vital for promoting. However it appears most entrepreneurs choose to focus extra on the information aspect. Traditionally, at a macro degree, 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. The truth is, they want each creativity and knowledge science to achieve success.
  • 05:58 – 07:50 – The Huge Shift – With the onset of the pandemic, tv client habits modified considerably and quickly. Marlow calls this The Huge 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—shifting from subscription fashions towards ad-supported fashions.
  • 09:50 – 12:42 – Direct to Glass  – Part one of many shift meant the loss of life of dongles. It additionally made shoppers go “direct to glass”—or on to the OEM TV—to expertise customized content material. Going direct to glass helps entrepreneurs form shoppers’ promoting experiences inside linked tv and make these advertising connections in a privacy-friendly approach.
  • 18:41 – 20:20 – The CTV Expertise – Linked TV presents entrepreneurs the power to do issues they’ll’t do on conventional tv, like shoppable advertisements, inventive 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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