SANTA MONICA, CA — Connected TV has the ability to create highly targeted ads for individuals and groups of viewers.
But that presents an ad creative production scale challenge.
Relevance Through Addressability
Marlow sees addressable TV surfaces as fully realizing the promise of ad relevance.
“It’s the ability to act on data signals,” he says. “These things make the advertising much more relevant for the individuals. And the relevance is driving performance.”
Marlow suggests that the future of advertising lies in data-driven, targeted ads that are uniquely tailored to the viewer’s interests and environment. He cites the example of weather-triggered ads that can adapt to real-time conditions, providing a relevant message to viewers. “With traditional TV, you could never do anything like that,” he says.
The Power of AI in Advertising
But creating relevance while speaking to a swathe of unique viewer categories presents a challenge.
Marlow predicts that AI will be instrumental in creating more meaningful, efficient segments for advertisers. “I think there are a couple of key areas, at least for where we sit, where I expect now and into the future AI to be really critical,” he explains:
- “The first is around targeting, being able to create artificial intelligence driven segments that are relevant, that are just able to convert at a better level.”
- “The creative process is going to be sped up,” Marlow predicts. “Generative AI has been transformative for text… And there are already some tools that help us create specific ad units for the CTV canvas, particularly these endemic native units that live within the UI. Being able to build them at scale with AI, that’s going to be the game changer in 2024.”
The Future of Television
LG Ad Solutions is the division of the electronics maker that makes its smart TV offering available to advertisers.
LG Solutions aims to give marketers more insights with its automatic content recognition (ACR) technology, which helps to track the programming and commercials that appear on its models of connected TVs (CTVs).
“Television is evolving,” Marlow says. No longer a passive medium, TV is morphing into an immersive, interactive experience that is changing the face of advertising.
Marlow envisions a future where television will offer viewers an all-encompassing experience. “We want to be the catalyst to change what television even means,” he explains.
This transformation is not limited to traditional settings. Marlow points out that LG screens are finding their way into non-traditional places like automobiles, providing an entirely new advertising opportunity.