Do you know that 70% of related TV viewers within the U.S. desire 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 and marketing officer at LG Advert Options, joins Suzy founder and CEO Matt Britton to debate the “large shift” from conventional tv to related TV, and from subscription to ad-supported fashions.
Marlow is a well-rounded advertising and marketing skilled, thought chief and digital nerd who makes use of data-driven insights to guide all features of selling and communications. Earlier than LG Advert Options, he held varied advertising and marketing management positions, together with CMO at Integral Advert Science and Information Axle, and vp and head of B2B advertising and marketing insights at Yahoo.
Marlow can be the co-founder of Appy Dragon, a cellular app improvement group that made the favored Racer Tracer.
Stream the brand new episode beneath, hear 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. However it appears most entrepreneurs desire to focus extra on the info aspect. Traditionally, at a macro degree, entrepreneurs had to decide on between efficiency and model advertising and marketing. 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 truth, they want each creativity and information science to achieve success.
- 05:58 – 07:50 – The Huge Shift – With the onset of the pandemic, tv shopper 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 related 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 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 related tv and make these advertising and marketing connections in a privacy-friendly approach.
- 18:41 – 20:20 – The CTV Expertise – Related TV provides 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 cellular and TV. It’s all about making a seamless, customized and interesting expertise for the patron.
