LGs Marlow On A Boom Year For CTV Ads Beet.TV [Video]

SAN JUAN, PR — In an era where the lines between digital convenience and traditional viewing experiences are blurring, consumers are embracing the next wave of advertising innovation: shopping via their television screens.

This shift has transformed the advertising landscape, enabling brands to capitalize on what Tony Marlow, CMO of LG Ad Solutions, calls “performance storytelling”.

He was interviewed by Beet.TV senior editor Rob Williams at Beet Retreat San Juan 2024.

“Consumers seem to be telling us…they want to shop via their TV,” Marlow says, referencing a recent piece of research.

The findings are clear: there’s a growing appetite for interactive and shoppable content directly from the comfort of one’s couch. Marlow cites the success of a recent campaign featuring a Barbie ad with a QR code that led viewers to purchase cinema tickets.

The idea of “interactive TV” with ecommerce tacked-on is nothing new. People have been dreaming of such a future since at least the 1990s.

“The technology has actually existed for a while,” …